Following the success of its event series last year, H&M is bringing a new kind of in-store experience to Berlin, inviting visitors to step in front of the lens for a one-day-only portrait session with photographer Rita Lino. As part of the SS25 campaign, the event is a celebration of self-expression, individuality, and the art of the portrait.

Known for her raw, intimate, and highly instinctive photography, Lino has spent years exploring the human form in all its complexities. Her work strips away excess, focusing on gesture, emotion, and identity, making her the perfect artist to capture the essence of H&M’s latest collection. The SS25 collection is an exploration of femininity in all its forms, blending ethereal bohemia with structured, rock-inspired tailoring. Voluminous sheer blouses, intricate crochet dresses, and tiered ruffled skirts offer movement and romance, while multi-pocket leather jackets and sharp suiting add an edge. Accessories tap into festival nostalgia, with snake-print slippers, statement waist belts, and chunky metal jewellery completing the look.

The free portrait session takes place at H&M Mitte Garten on Saturday, March 29, from 12-5 PM. Visitors will have their portrait taken and printed in-store in A5 format, ready to take home.

Secure your space here, portraits are first come, first served.