Has anyone ever retouched for H&M?

[ItsOscar]

I like the simplicity of their campaigns. I was wondering if it's mostly all in the lighting or heavy (not obvious) retouching.

[Gee]

lightning / casting / crew etc.
but yeah, at first if you don't have a proper lightning... /:

[insmac]

H&M has a distinct imaging style throughout it's regular campaigns, that's correct.

Most likely the lighting comes from massive beauty dish, diffused to soften the shadows or an octabank/huge softbox. This may vary depending on particular shoot. A gentle skin tanning is also repetitious. Background is baclighted.

Check out a few backstages on youtube.

[pure]

i randomly saw those massive dishes in the studios i work for, they are impressive and create a unique studio light, which is very soft and airy, also natural - i love it. i think the diameter of such a light dish can range to about 6 meters or 236 inch and you need huge space.

[skoobey]

It is all due to the lighting.

The retouching part is adding the whites to the whites through d&b and clipping a bit of blacks through filters.