H&M
This Season in Denim
Feb 2025
H&M presents This Season in Denim, a high street fashion campaign focusing on versatile, layered denim ensembles. The imagery leans into a minimalist aesthetic, utilizing a clean white seamless backdrop to emphasize the textures of the apparel, from light-wash jackets and flared jeans to embroidered miniskirts. Photographed by Carlos Garcia, the project channels a commercial portrait style that balances polished studio lighting with natural light effects. Art direction by Sophie Adamovic ensures a consistent look across the series, while styling by Kristine Halken highlights seasonal layering and accessories. Hair styling by Andrea Martinelli and makeup by Regina Törnwall contribute to the editorial feel of the campaign, which features model Laura Helene Christensen.
Vertical, Commercial, Clean
Natural light
High Street Fashion
White Seamless
Advertising Campaign
