H&M

Jun 2025

H&M’s Summer 2025 campaign features a series of studio-based portraits that highlight the seasonal collection through a minimalist lens. Captured by photographer Lala Serrano, the campaign utilizes a bright, clean aesthetic to focus on the textures of open-knit dresses, tiered silhouettes, and sculptural jewelry. The imagery relies on soft, natural light to maintain a balanced, commercial fashion presentation. Creative direction is supported by designer Eliana Masgalos, with casting by Jessica Martinelli. The editorial look is refined by hair stylist Yuji Okuda and makeup artist Regina Törnwall, who work to emphasize natural features against the minimalist backdrop. The project employs a mix of monochrome and high-contrast editorial photography to showcase the versatility of the summer line.

Editorial, Vertical, Clean

High Street Fashion

White Seamless

Advertising Campaign