Logo

H&M: Swimwear/Underwear

Brand
H&M
Date

May 2025

Description

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.

Style

Vertical, Clean, Commercial

Techniques

Natural light

Background

White Seamless

Context

Advertising Campaign

5000+ creatives to discover

Sign up to gain access to the entire directory. It’s free.

Visie is a curated library of creative professionals.
Trusted by