Playing with the idea of family portraits, acclaimed photographer Michal Pudelka created a unique series of images for the ERDEM x H&M print campaign that is evocative of another era yet very modern, even avant-garde in its treatment.
The evocative images were taken during the creative shoot of Baz Luhrmann’s short film for the collaboration, where super models joined the actors in a series of group shots, adding an extra dimension to the ERDEM x H&M world.
“We thought it would be great to do a modern take on classical family portraits, creating characters in ERDEMS’s world. The ERDEM x H&M collection really spoke to me, and the working process felt authentic and creatively charged,” says Michal Pudelka.
The campaign stars super models Saskia de Brauw, Imaan Hammam, Grace Hertzel, Fernando Cabral, Neels Visser, and Tony Ward. They are joined by actors Ruby Dagnall, Tom Rhys Harries, Hero Fiennes-Tiffin, and Harriet Walter. Past famous faces of H&M include Gisele Bundchen, Sean O’Pry, Kendall Jenner and Jesse Williams. The setting is a grand country mansion, filled with flowers, emphasizing the beauty of ERDEM x H&M.
The campaign debuts online on October 17th, with the ERDEM x H&M collection available in select H&M stores worldwide, as well as online at hm.com beginning November 2nd.
Photos courtesy of H&M