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H&M: Spring 2025 Menswear

Brand
H&M
Date

Mar 2025

Description

H&M’s Spring 2025 Menswear campaign explores the intersection of relaxed tailoring and brutalist architecture. Photographed by Kyle Weeks under the creative direction of Marcus Söder, the series leans into clean lines, earthy tones, and minimalist spatial geometry to frame the collection’s focus on contemporary proportions and textured knitwear. Featuring models Aziz Bah, Jimmy Brighton, and Nonso Ojukwu, the imagery shifts between sun-drenched coastal settings and refined studio portraits. Hair styling by Matt Mulhall grounds the editorial aesthetic, which utilises natural light and occasional analogue film techniques to highlight the tactile quality of the fabrics and the structural surroundings.

Style

Editorial, Vertical, Clean

Techniques

Natural light

Industries
High Street Fashion
Context

Advertising Campaign

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