H&M "Notes on Being" Spring 2025 Ad Campaign

Review of H&M “Notes on Being” Spring 2025 Ad Campaign by Creative Director Albert Moya and Photographer Sam Rock with models Angelina Kendall, Jazzelle, Lennon Sorrenti, Mia Armstrong, Selena Forrest, Sihana Shalaj, and Wali

H&M presents its Spring/Summer 2025 campaign titled Notes on Being, a luminous ode to individuality and creative spirit. Directed by Albert Moya and lensed by Sam Rock, the campaign enlists an ensemble cast of boundary-pushing figures including Caroline Polachek, FKA Twigs, and Tyla, among others, to embody its vision of raw elegance and authentic presence. The visual language is minimal yet emotionally rich, balancing sharply tailored pastels with sheer, fluid silhouettes that gently shift between vulnerability and control. The campaign’s studio setting heightens this duality, offering a clean, editorial backdrop that lets the clothing—and the personalities within it—speak in soft but resonant tones.

The casting is a clear strength, with a diverse group of women who bring varied textures of emotion and meaning to the images. FKA Twigs offers her signature intimacy and inner fire, while Caroline Polachek exudes sculptural grace. The palette leans heavily into neutrals and dusty tones, with tailored suiting, sheer layers, and tactile embellishments elevating the garments beyond fast fashion expectations. There’s an intentional restraint here—no excess, no gimmicks—just quiet clarity. At times, the stark simplicity risks veering into editorial sterility, but the expressive poses and soft lighting keep the mood grounded in humanity. The styling by Kate Phelan walks a fine line between timeless and trend-aware, making space for individuality without sacrificing cohesion.

With Notes on Being, H&M attempts to rewrite the codes of high street fashion campaigns, trading aspirational gloss for a contemplative softness. It’s a poetic gesture that repositions the brand as not just wearable, but emotionally aware—fashion that breathes.