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

Client: H&M
Creative: Mikael Kangas
Models: Clement
Photographer: Asa Tallgard