On Sunday (April 6), H&M’s Götgatan flagship (in the brand’s hometown in Stockholm) turned into a live photo studio for a collaboration with photographer Angelina Bergenwall. Part of the H&M’s S/S 2025 campaign series, the event offered guests the rare chance to step in front of Bergenwall’s lens and walk away with a custom portrait – on paper and in pixels.
Known for her dreamy, cinematic visuals influenced by both Swedish film and her Moroccan-Scandinavian roots, Bergenwall’s work captures people as they are – unguarded, soft, a little surreal – so it’s no surprise that the event drew a crowd.
Here’s what went down.
Turns out Brits don’t have a monopoly on queuing culture, and while Stockholm doesn’t usually do chaos, over 100 guests lined up outside the store, waiting up to an hour for their shot. Some wandered in curious, others came prepared with outfits and glam. The queue was an attraction in and of itself, with passersby getting in on the action, hyped for the opportunity to get their portrait taken by Bergenwall.
Families, friends, couples – even a few dogs – posed in front of Bergenwall’s camera. Some were styled-up, others came as they were. Everyone got a printed portrait to take home, plus a digital version to post (obviously). Just take a look at the gallery above and see some of the images for yourself.
While Bergenwall was in her element behind the camera, fellow Stockholm-based photographer Simona Paulina floated through the space, catching behind-the-scenes magic: the quiet anticipation of the queue, the nervous energy before stepping into the frame, the subtle power of seeing yourself captured just right.
Each shot was printed and hung on a custom-built wall inside the store, forming a growing gallery as the day went on. People came to shop and found themselves in a living, breathing archive of the day. (Move over National Portrait Gallery). Missed this event? Maybe there will be another you can attend soon, and it could be happening closer to you than you think. Keep an eye out for upcoming activations here.
