H&M – FALL

Our aim for this campaign with H&M was to create an aesthetic that is both eye-catching and powerful. In fact, it conveys empowerment, sisterhood and sustainability in a non-literal manner. Firstly, not only that empowerment is delivered to the spectators through the editorial poses of the model, but also through the elevated stage-like block which reflects an image of the model as if she was standing on a piece of earth. As for sustainability, it is highlighted through the use of both the elements of nature and the greenery. Finally, the conveyed message is signified through the use of the torn piece of earth which highlights the fact that we as people have to look after it before it is too late.