H&M: Swim S/S 24

Mar 2024

For the H&M Swim S/S 24 campaign, photographer Patricia Reyes captures model Paula Anguera in a series of minimalist studio portraits. The collection moves between high-contrast, low-key chiaroscuro lighting and crisp, clean monochromatic setups, focusing on the tactile quality of textured swimwear fabrics and fluid movement. The imagery leans into an editorial aesthetic, blending commercial swimwear advertising with a sophisticated, stripped-back approach. By alternating between seamless white backdrops and deep, moody dark backgrounds, the production highlights garment details through sharp directional lighting and deliberate, sculptural posing.

Vertical, Commercial, Clean

Black Seamless

Advertising Campaign