H&M: The pace of the season
Brand
Date
Jul 2025
Description
H&M’s seasonal campaign, The pace of the season, presents a collection of fashion imagery defined by clean, editorial aesthetics. Photographed by Lukasz Pukowiec, the project spans both studio portraiture and coastal outdoor settings, utilizing natural light to highlight textures and movement. With executive production by Giorgio Tsintoukidis and casting by Jessica Martinelli, the series features model Lea Seelenmeyer. The visuals rely on analogue film techniques, monochrome contrast, and golden hour lighting to capture a relaxed, minimalist tone across the high street fashion collection.
Style
Editorial, Vertical, Clean
Techniques
Natural light
Industries
Context
Advertising Campaign
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