Concept and on location art direction for multinational fast fashion retailer H&M's Winter F/W magazine mailer.

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.

print catalogue

Client: H&M
Creative: Mikael Kangas
Models: Sasha Luss and Kasia Struss
Photographer: Koray Birand