H&M: Studio Essential A/W 25

Sep 2025

The H&M Studio Essential A/W 25 collection presents a series of clean, editorial fashion portraits that lean into contemporary minimalist tailoring. Shot by photographer Sarah Blais, the project focuses on structured outerwear, heavy knits, and delicate slip dresses, using a palette of monochrome tones set against seamless white and neutral grey backgrounds. The imagery prioritizes tactile textures and sharp silhouettes, ranging from oversized double-breasted coats to layered knitwear. Creative direction is led by Hilda Sandström and Emelie Engstrand, with fashion styling by Lisa Lindqwister. The campaign aesthetic utilizes varied lighting techniques, transitioning from soft, diffused studio light to crisp, direct flash that defines silhouettes against the minimalist backdrop. Hair styling by Yuji Okuda and makeup by Giulia Cigarini provide a polished finish to the lookbook, with casting by Jessica Martinelli.

Vertical, Editorial, Clean

White Seamless

Lookbook