At a time when our phones rule our lives and every moment is captured (and then forgotten about in our camera rolls), there is something magical about having a physical copy of an image that marks a distinct time of your life. As part of H&M’s latest event series, celebrating the SS25 campaign Notes of Being, we have found a series of photographers who can effortlessly capture one’s personality to take free portraits in different H&M stores across the world.
Following the first event in Berlin, the next stop for the photo studio is H&M’s hometown, Stockholm. Taking place on Sunday April 6, photographer Angelina Bergenwall will be in-store at the Götgatan flagship capturing visitors. Each attendee will be able to shop the collection IRL, as well as receive a printed copy of the special portrait.
Inspired by Swedish cinematography and her Moroccan and Scandinavian heritage, Mamoun-Bergenwall’s photographic style aims to reflect both intimate and cinematic moments. With a portfolio that includes Byredo, Hodakova, and H&M, she’s built a reputation for capturing people in their most natural state.
The portrait session will take place from 12pm to 5pm at 19 Götgatan, 116 46 Södermalm, Sweden, and spaces are limited. Head here to sign up.