Visit H&M’s digital flagship and you will be warmly greeted by Wang Xiao, who appears prominently in an editorial for the Swedish retail-clothing giant. Photographed by Koray Birand with styling by Marina Kerekildou, the trend report titled “The Irresistables” examines clean silhouettes for fall through a decidedly editorial lens. Standardized product shots, which were de rigueur for online retailers until only very recently, are still important, but only after clicking through a fully-realized editorial experience. Wang Xiao for her part makes the approaching fall at H&M all the more irresistible.
Please visit H&M to see the story in full.
Credits include: Client, H&M; Title, “The Irresistables”; Photography, Koray Birand; Styling, Marina Kerekildou; Hair, Linda Shalabi; Makeup, Kajsa Svanberg.