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H&M: Women Loungewear

Brand
H&M
Date

Jul 2025

Description

H&M presents its Women Loungewear collection through a series of minimalist portraits featuring model Devyn Garcia. The campaign leans into a clean, understated aesthetic, highlighting the tactile textures of knit fabrics and relaxed silhouettes against a neutral studio backdrop. Photographer Mark Rabadan captures the imagery using a blend of soft, natural light and monochrome compositions to emphasize natural skin texture and garment detail. Art direction by Elin Hagstrom ensures a cohesive, clean look throughout the series. The project features hair styling by Andrea Martinelli and makeup by Regina Törnwall, focusing on a refined, natural presentation that complements the loungewear's soft tones.

Style

Vertical, Commercial, Clean, Minimalist

Techniques

Soft Light

Industries
High Street Fashion
Background

White Seamless

Context

Advertising Campaign

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