H&M

Jun 2025

For its Women Tailoring Lane project, H&M explores structural silhouettes and monochromatic palettes within a series of fashion editorials and campaign imagery. The work leans into a minimalist aesthetic, prioritising the clean lines of tailored vests, wide-leg trousers, and structured jackets. Photographer Alberto Polo Iañez and art director Mimi Makela utilise natural light and a clean, neutral studio environment to highlight the textures of the collection. The campaign features model Song Ah Woo in various studio poses, supported by hair styling from Martina Senke and makeup artistry by Regina Törnwall. Casting for the project was managed by Jessica Martinelli.

Editorial, Vertical, Clean

Natural light

High Street Fashion

White Seamless

Advertising Campaign