This H&M campaign showcases the latest menswear swimwear and underwear collections through a series of polished, minimalist portraits. The imagery prioritizes clean lines and focused studio compositions, utilising soft, directional natural light to highlight the textures of the apparel and the form of the subject.
Photographer Thomas Cooksey and art director Laura Carless anchor the visual identity of the project, maintaining a consistent aesthetic across both colour and monochrome executions. Featuring model Emiliano Marku and hair styling by Mette Thorsgaard, the work leans into a refined commercial style that remains largely understated, keeping the focus squarely on the garment silhouettes and athletic tailoring.
