Campaign concept and execution for fast fashion retailer H&M's fall 2013 trend update digital 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.

Brand: H&M Trend
Creative: Mikael Kangas
Model: Wang Xiao
Photographer: Koray Birand