H&M: summer by the sea
Brand
Date
Jul 2025
Description
H&M presents 'Summer by the Sea,' a commercial fashion campaign capturing a minimalist coastal aesthetic. Centered on model Grace Elizabeth, the visuals utilise natural light and a clean, muted palette to highlight a selection of seasonal apparel against rocky shorelines and sandy beaches. The imagery was captured by photographer Olivia Frølich under the art direction of Li Von Euler. The production incorporates hair styling by Paolo Soffiatti, featuring slicked-back, wet-look textures, and natural makeup artistry by Giulia Cigarini. The campaign utilises a mix of monochrome and soft-hued photography, leaning into a clean, editorial look.
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