H&M

A fashion story
out in the world.

The street sets the pace.

Second Sun / campaign study

Wear it your way.

Two looks. Shared energy. Your own way of wearing it.

Two friends in a red jacket, orange trousers and pale yellow knit walk together beside a glass transit shelter. — 01
Colour, in good company.

A man in a red zip jacket and a woman in a yellow sleeveless knit gesture to each other outside at dusk. — 02
Leave room for yourself.

Up close

A little contrast.
A lot of possibility.

Close view of hands fastening a red jacket zip and yellow knitted buttons, with more clothes on a rail behind. — The zip. The button. The part you make your own.

Four friends wearing red, cream, yellow and black talk on a tram platform in late afternoon light. — One meeting point. More than one point of view.

From the rail
to your rotation.

A change of layer. A colour you had not tried. Fashion starts with a choice you can make.

A shopper lifts a red jacket from a rail in a bright store with red frames and yellow fabric panels. — Try the colour.

Two people examine a garment together among red clothing rails and translucent yellow display panels. — Find your version.

Four friends wearing red, yellow and white walk together toward the camera at a tram stop after sunset. — Good clothes.
Better together.

Research & references

Primary materials consulted for factual brand, product, and design-history anchors.