H&M
The pace of the season
Jul 2025
H&M’s fashion campaign, The pace of the season, presents a collection of imagery that navigates between studio precision and coastal editorial style. Photographed by Lukasz Pukowiec, the series captures a range of textures, from crisp white ruffles to vibrant patterned swimwear, set against both architectural backdrops and open-air landscapes. The project leans into natural light and analogue film aesthetics to establish a cohesive visual language. Executive producer Giorgio Tsintoukidis and casting director Jessica Martinelli supported the production, which features model Lea Seelenmeyer. The work emphasizes clean minimalist aesthetics and tonal contrast through a series of vertical compositions.
Editorial, Vertical, Clean
Natural light
High Street Fashion
Advertising Campaign
