H&M

In Mexico, Christmas doesn’t start on December 25th. It begins days before, with posadas, long dinners, friends gathering, music, and traditions that slowly build the magic of the season. For H&M, we turned those 12 days before Christmas into a visual celebration of local holiday culture. Through a fashion (driven photoshoot, every scene captured the moments that define a Mexican Christmas) where style meets tradition, and the celebration begins long before the tree lights up.