H&M Global Creative

Spring Fashion Catalogue.

Creative concept and on set art direction for multinational fast fashion retailer H&M.

H&M Spring News 2013 Catalogue
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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Client: H&M
Creative: Mikael Kangas
Models: Constance Jablonski,
Ginta Lapina, Liu Wen, Sigrid Agren and more
Photographer: Andrew Yee