Creative concept, casting and on-set art direction for multinational fast fashion retailer H&M's fall 2011 trend update campaign featuring supermodel Liu Wen.

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
Photographer: Peter Gehrke
Model: Liu Wen