H&M’s sister brand COS headed to Sweden for its Fall 2018 ad campaign.
Captured by fine art photographer Viviane Sassen, who is known for her use of geometric shapes, often abstractions of bodies, the images, starring models Karen Elson and Fernando Cabral, reflect juxtapositions found within the environment and draw inspiration from both engineered elements and raw processes.
The campaign was captured at the Kivik Art Centre in Österlen, a location that perfectly reflects the key directions of both the campaign and collection: sculptured forms and textual contrast. The themes of the campaign are also shown through the contrasting of nature with concrete forms, such as the Viewfinder and Photobox, two creations at the centre by artist Snøhetta also in dialogue with the campaign’s and collection’s themes.
Photographer | Viviane Sassen Models | Karen Elson & Fernando Cabral Stylist | Hannes Hetta Location | The Kivik Art Centre in Österlen, Sweden