H&M
summer by the sea
Brand
Projectsummer by the sea
Date
Jul 2025
Description
H&M presents Summer by the Sea, a fashion campaign featuring model Grace Elizabeth. Captured by photographer Olivia Frølich, the series channels a clean, coastal aesthetic set against rocky shorelines and sandy beaches. Art direction by Li Von Euler leans into a muted palette, emphasizing the garments through natural light and simple, structural silhouettes. The photography utilizes techniques such as lens flares and monochrome compositions to highlight the seasonal collection, ranging from ribbed knitwear to flowing lace and lightweight cottons. Paolo Soffiatti provides a slicked-back, wet-look hair style for the model, while Giulia Cigarini completes the look with natural, minimal makeup.
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