H&M Trend Up-date:

Contemporary Punk.

Creative concept and execution for fast fashion retailer H&M's trend update campaign. Part of a series of contemporary fashion campaigns featuring the latest and most fashion forward take on H&M's product assortment.

Project scope included concept development, product selection with the buying team, styling direction, casting, and photography art direction as lead creative on set. Post-shoot designs, seasonal magazine spreads, online experience and campaign guidelines.

Client: H&M
Creative: Mikael Kangas
Model: Ginta Lapina
Photographer: Peter Gehrke