H&M

When styling for a commercial brand like H&M, brand awareness is key and the right styling and art direction is a crucial part of securing and conveying the brand DNA.

In 2017 H&M began a journey to change their online lookbook images from very static, to show their products in a more alive and editorial looking style. With that in mind, these pictures were styled and edited, with a less is more approach. The looks are simple and approachable, in tune with the brand’s democratic fashion attitude. But are made interesting by making close crops and natural effortless poses by the model. Sometimes it doesn’t have to be harder than that.

Today H&M’s s online shopping destination continues to ad value to the brand by looking vibrant and inspiring. I am proud to have been part of that visual progress and journey. Styling & art directing by me. Photography by Phillip Messmann.