Morgan Maher has become known for capturing presence on camera, shooting the likes of Tyla, Sky Ferreira, Rachel Sennott, Emily Ratajkowski, Sydney Sweeney and many more. Her debut book, Girls In Bed, was published in hardcover in 2023. It’s a love letter to girlhood, chronicling the natural, half-asleep beauty of 75 women across crinkled sheets and soft flash.

As part of H&M’s SS25 collection launch, the Swedish brand invited some of their favourite cult photographers for in-store shoots, with Eimear Lynch in London, Angelina Bergenwall in Stockholm and Rita Lino in Berlin.

On Sunday, April 27, the Times Square flagship was transformed into Maher’s temporary studio for the day. Shoppers became models, and Maher’s camera captured it all with her distinct, signature cool. Read on below for what went down when some of New York’s most fashionable took their turn in front of the lens.

EVERYONE AND THEIR DOG HAD THEIR PICTURE TAKEN

Maher’s images were in high demand, and all kinds of people joined the queue. Families, babies, partners, nearby shoppers and even pets got in line for the occasion (one dog got dressed up in a flowing pink skirt for their very own shot).

THE SHOOT WAS A HOT TICKET...

...with a queue all day outside the store. Over 200 people turned up to Times Square to have their portrait taken by Maher. In front of vibrant red artwork specially commissioned for H&M's ‘Notes On Being’ series, each visitor struck their best poses. At the end of the day, everyone took home their very own A5 print, contained in its own matching red sleeve – along with a pixelated version for safekeeping (or social posting).

EVERYONE LOOKED THE PART

As you’d expect, NY’s fashion crowd rocked up in baby tees, y2k looks, statement belts, denim corsets, cowboy hats and more. Amidst the throb of the city, Maher conducted her shoot with warm ease, bringing the intimacy of her previous work to each snap. Photographer Bomin Ahn was on hand to capture the atmosphere of the day, snapping the laughs and friendships formed in the queue.

THE PHOTOS WERE FIT FOR A GALLERY

Move over, MoMA. At the end of the day each shot was pinned to a growing gallery wall where visitors and shoppers could admire each picture. It was even visible from the streets of Times Square, leading passersby to peer in and join the queue.