H&M
summer by the sea
Jul 2025
The H&M 'Summer by the Sea' campaign centers on a collection of coastal imagery featuring model Grace Elizabeth. Photographer Olivia Frølich captures the series, utilizing natural light and clean compositions to highlight the seasonal wardrobe against rocky shorelines and sandy landscapes. Art direction by Li Von Euler frames the aesthetic through a muted palette and intentional, minimalist styling. The project channels a soft, editorial quality, leaning into textures like lace and ribbed knit alongside relaxed, sun-bleached separates. Hair stylist Paolo Soffiatti contributes a consistent wet-look finish, while makeup artist Giulia Cigarini maintains a natural aesthetic. The production captures a range of seaside environments with a focus on both commercial versatility and refined, monochrome visuals.
