Men's fashion has come a long way, embracing more freedom, creativity, and individuality. Today, men have endless options to express their personalities through style. We reworked the image identity of H&M Menswear, shifting the perception from a retail brand to a fashion brand. The focus was on elevating the details—through collection design, styling, casting, and overall brand expression. Collaborating with both internal and external creative partners.

ROLE
Creative Lead – Menswear
Involved in every aspect of the creative process, guiding the team. Providing briefs, maintain brand consistency.

TEAM
In-house and external creatives.