H&M

Mar 2024

For their Swim S/S 24 campaign, H&M explores a minimalist aesthetic that bridges the gap between commercial swimwear advertising and high-fashion editorial. The series, captured by photographer Patricia Reyes, focuses on clean lines and tactile fabric details, utilizing a stark contrast between bright, seamless studio backgrounds and moody, low-key lighting setups. Featuring model Paula Anguera, the project employs a monochromatic palette and precise art direction to highlight sculptural silhouettes. The imagery shifts between candid movement and static portraiture, with techniques ranging from high-contrast chiaroscuro to soft natural light. By integrating structured swimwear with draped, lightweight textiles, the campaign presents a contemporary approach to seasonal fashion, emphasizing form and material texture.

Vertical, Commercial, Clean

Swimwear

Black Seamless

Advertising Campaign