H&M
Spring 2025 Menswear
Mar 2025
The H&M Spring 2025 Menswear campaign leans into a minimalist, architectural aesthetic, contrasting relaxed tailoring with the brutalist lines of concrete structures and coastal landscapes. Shot by photographer Kyle Weeks under the creative direction of Marcus Söder, the project emphasizes textural depth and tonal layering, featuring models Aziz Bah, Jimmy Brighton, and Nonso Ojukwu. Captured through an editorial lens, the imagery often utilizes natural light and golden hour warmth to highlight earth-toned knitwear, double-breasted blazers, and clean-cut contemporary silhouettes. The series shifts between expansive outdoor locations and focused, studio-based portraiture, with hair styling by Matt Mulhall providing a polished finish to the collection's refined, accessible look.
Editorial, Vertical, Clean
Natural light
High Street Fashion
Advertising Campaign
