'Neo Real' Fall 2022 Ad Campaign

H&M ‘Neo Real’ Fall 2022 Ad Campaign starring Georgia and Joel Palmer

Futuristic glamour meets bold minimalism with H&M Studio’s Fall collection “Neo Real”. The collection campaign is an immersive journey through different worlds, blurring the lines between digital and physical dimensions to optimistic effect. The campaign stars siblings Georgia and Joel Palmer, London-based queer creatives who work across the worlds of fashion, music and the arts. 

“How to dress for the future? That was the question the H&M Studio team was asking for autumn, as we discussed mankind’s inspiring missions to space. We came up with sharp, minimalist silhouettes that feel confidence-boosting thanks to bold, brave shots of colour – we wanted our customers to dare to dream,”​ – ​Ann-Sofie Johansson, creative advisor at H&M.

“With a mood board filled with images of space, the design team thought about what to take on an intergalactic trip. We decided on a mix of practical pieces mixed with fabulous items. The silver coordinating set is my favourite look, but I’d wear the silver trousers with the padded grey T-shirt and the rhinestone necklace – it’s the perfect alternative to a party dress,”​ – ​Linda Wikell, concept designer for H&M Studio. 

In line with H&M’s sustainability goals, every item in the collection is made from more sustainably sourced materials including Tencel™, recycled polyester, recycled wool and recycled brass.

Models | Georgia and Joel Palmer