All day last Saturday (March 29) a queue snaked out of the door at H&M’s Mitte Garden Berlin store. Why? Thanks to a one-day-only photo opportunity with the acclaimed photographer Rita Lino, which marked the continuation of the brand’s much-loved events series in 2025.

The Portuguese-born, Berlin-based artist has spent years exploring the complexities of the human form, so there’s arguably no one better-placed to capture the citizens of one of Europe’s most stylish cities. The portrait session collided with the release of H&M’s latest SS25 collection, which arrives in two drops (the first on March 20, with the second to follow on April 10). It also tapped into some of the range’s biggest themes, from the bohemian renaissance, to celebrating femininity in all its forms.

Take a look at what went down below.

RITA LINO’S PORTRAITS WERE IN HIGH DEMAND...

For the one-time photo session, the photographer was posted up at the German capital’s H&M HQ for the entire day, and it really was a whole-day affair. An ever-present queue of stylish Berliners was also joined by curious passersby, with everyone hyping each other up to get the most out of their own personal shoot. More than 100 people got a portrait by closing time.

... AND FOR GOOD REASON

Rita Lino is known for her raw, honest, and intimate photography – a talent that shines through in the resulting photographs. Take a look for yourself in the gallery above. Spanning a range of styles, from skimpy club looks to full-glam, many took away their own prints plus digital copies primed for the Insta feed.

VISITORS SERVED LOOKS BEHIND THE SCENES, TOO

Another Berlin-based photographer, Milena Zara, was also on hand to document the good vibes as people waited, some of them holding the line for over an hour to get a chance in front of Lino’s lens. Thank god for some decent spring weather.

WHAT’S NEXT?

This weekend also saw Shygirl bring her iconic CLUBSHY series to H&M’s flagship store on Regent Street, central London. Don’t worry if you missed it, though, because the brand has plenty more lined up in the weeks and months to come. Keep an eye out here for upcoming events.