H&M
H&M Summer 2026 Campaign
Jun 2026
H&M’s Summer 2026 campaign leans into a raw, editorial aesthetic, juxtaposing clean studio portraiture with sun-drenched outdoor locations. The series captures a transition between minimal, high-contrast imagery and warm, golden hour compositions, emphasizing natural textures and relaxed silhouettes. Across the campaign, the focus remains on the interplay of light and form, utilizing natural light and an analogue-inspired film finish to ground the high-street fashion styling. Photographer Drew Vickers leads the visual execution, working under the creative direction of Jean-Baptiste Talbourdet-Napoleone and Lolita Jacobs. Fashion editor Emmanuelle Alt curates the wardrobe, featuring a versatile mix of collegiate-inspired layering, utilitarian staples, and intricate textures like crochet and ribbed knits. Hair by Damien Boissinot and makeup by Mark Carrasquillo complete the look, emphasizing raw skin and authentic detail across portraits featuring Mona Tougaard, Luke Champion, Angelina Kendall, and Awar Odhiang.
Editorial, Vertical, Clean
Natural light
High Street Fashion
Advertising Campaign
