Presenting H&M Studio Resort Capsule 2025 | H&M
Behind the scenes of H&M Studio Resort 2025 Capsule
Get the inside scoop on the campaign shoot for H&M Studio Resort Capsule – including a first look at some of the bold silhouettes and intricate details from the collection.
With vibrant Marrakesh city life and serene desert wonders at its heart, the H&M Studio Resort 2025 campaign naturally had to be shot on location in the Moroccan city and beyond. From the narrow streets to the vast sands, the settings were the ideal backdrop to bring together the harmonious contrasts and emphasis on craftsmanship of the collection.
Shooting a whole campaign on location is, of course, not without its challenges. The changing weather and the sudden loss of light are the usual suspects, especially out in the desert. But the BTS photographer Alfredo Piola and capable crew turned every challenge into a stylish opportunity, like the wind.
“The wind was incredible,” remembers Alfredo. “While atop a sand dune, we realized it was nature’s way of showing off the airy summer dresses and kaftans. The fabric started billowing majestically and the voluminous silhouettes really came to life. We definitely didn’t need any wind machines!”
“The wind was incredible,” remembers Alfredo. “While atop a sand dune, we realized it was nature’s way of showing off the airy summer dresses and kaftans. The fabric started billowing majestically and the voluminous silhouettes really came to life. We definitely didn’t need any wind machines!”
"Capturing the terracotta earth tones and the vividness of Marrakesh’s streets was the next part of the shoot." Along with the dresses, bold, minimalistic tailoring and denim separates became the focus. It was time to showcase the different embellishments, beading and embroidery, but also shapes of necklines and hems.
“While in Marrakesh, we had a hard time choosing where to shoot because it was all so beautiful. In the end, we knew that some of the details we were originally inspired by – the decorated doors, the souk, the buildings – had to feature,” says Alfredo.
“While in Marrakesh, we had a hard time choosing where to shoot because it was all so beautiful. In the end, we knew that some of the details we were originally inspired by – the decorated doors, the souk, the buildings – had to feature,” says Alfredo.
Already in these behind-the-scenes images, glimpses of the capsule collection can be seen. Like a beige cropped jacket with a curved statement neckline, stud embellishments and heavily embroidered patterns paired with engineered curved-leg beige jeans that have studs along the side seams. Or the printed full-length kaftans in custom patchwork prints that layer iconic Moroccan motifs. And a white heavy cotton poplin shirt with a curved hem and matching slouchy wide-leg pants.
“The collection, the campaign shoot, everything has a dreamy quality, but it’s also fierce and contemporary”, says Kathrin Deutsch. Radiating with confidence, the H&M Studio Resort 2025 Capsule is ready for that magical summer getaway.
The H&M Studio Resort Capsule will be available May 8 in select stores and at hm.com.