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H&M: Summer 2025

Brand
H&M
Date

Jun 2025

Description

H&M’s Summer 2025 campaign leans into minimalist fashion photography, utilising a clean, neutral palette to showcase seasonal textures. Captured by photographer Lala Serrano, the series of portraits features designs by Eliana Masgalos, with hair by Yuji Okuda and makeup by Regina Törnwall. The project highlights structured garments, such as open-knit dresses and tiered maxi silhouettes, alongside detailed accessories. The imagery employs editorial monochrome techniques and bright, even natural light to emphasise the sculptural quality of the jewellery and the intricate patterns of the apparel. Casting, led by Jessica Martinelli, features models Mia Armstrong, Raynara Negrine, and Rosalieke Fuchs, all presented against a consistent, minimalist studio background.

Style

Editorial, Vertical, Clean

Industries
High Street Fashion
Background

White Seamless

Context

Advertising Campaign

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