At H&M Creative Studios, we develop and deliver H&M’s customer-facing brand and content experiences globally.
Bringing together strategists, creatives, designers, creators, producers and specialists, we are responsible for H&M’s global campaigns, editorial storytelling, creator marketing, organic social channels, e-commerce content, brand design and physical brand experiences.
Together, we shape how millions of customers discover, experience and engage with H&M every day.
WHAT YOU'LL DO
As an Art Director & AI Artist, you will shape the visual expression of H&M's customer-facing content by combining creative vision, fashion storytelling and cutting-edge AI capabilities. You will create inspiring imagery across Category Inspiration and Lookbook concepts, exploring how generative AI can elevate creativity while ensuring high commercial relevance and visual excellence
You will:
- Develop creative concepts and visual ideas for Category Inspiration and Lookbook imagery, produced through AI-generated workflows or traditional photography.
- Create compelling still and moving imagery using generative AI tools, while also acting as Art Director on traditional productions when required.
- Lead the creative direction of AI-generated visual content, ensuring alignment with brand expression, customer needs and commercial objectives.
- Guide image selection, allocation and cropping within AI-driven production workflows to create cohesive and impactful visual storytelling.
- Develop and provide briefs for casting, lighting, hair and make-up to support the overall creative vision.
- Stay up to date with trends and developments across fashion, lifestyle, art, technology and generative AI to continuously evolve creative output and ways of working.
WHO YOU'LL WORK WITH
You will be part of H&M Creative Studios, collaborating closely with creatives, photographers, producers, stylists, designers, AI specialists and other cross-functional partners across the organisation. Together, you will explore new creative possibilities, push visual innovation and redefine how inspiring fashion content is created at scale.
WHO YOU ARE
We are looking for people with…
- Advanced expertise in generative AI tools, workflows and creative techniques, demonstrated through a strong commercially applied portfolio.
- Strong art direction and visual storytelling capabilities, with the ability to develop concepts that inspire customers and elevate brand expression.
- Experience creating high-quality still and moving imagery across fashion, lifestyle or related creative industries.
- The ability to evaluate, refine and elevate creative output while maintaining strong commercial awareness.
- Experience optimising creative workflows and adapting processes to leverage emerging AI technologies and tools.
And people who are…
- Highly creative and curious, with a passion for fashion, culture, visual trends and emerging technology.
- Eager to experiment, explore new ideas and challenge conventional approaches to content creation.
- Collaborative and generous in sharing knowledge, mentoring colleagues and driving collective learning.
- Adaptable and comfortable working in a rapidly evolving creative and technological landscape.
- Driven by innovation and motivated by identifying new opportunities to create customer value through creativity and AI.
WHO WE ARE
H&M Group is a global company of strong fashion brands and ventures. Our goal is to prove that there is no compromise between exceptional design, affordable prices, and sustainable solutions. We want to liberate fashion for the many, and our customers are at the heart of every decision we make.
We are made up of thousands of passionate and talented colleagues united by our shared culture and values. Together, we want to use our power, our scale, and our knowledge to push the fashion industry towards a more inclusive and sustainable future.
WHY YOU’LL LOVE WORKING HERE
At H&M Group, we are proud to be a vibrant and welcoming company. We offer our employees attractive benefits with extensive development opportunities around the globe.
25% staff discount on all our H&M Group brands, both in stores and online (H&M, COS, Weekday, Monki, H&M HOME, & Other Stories and ARKET)
H&M Incentive Program – HIP
JOIN US
Our uniqueness comes from a combination of many things — our inclusive and collaborative culture, our strong values, and opportunities for growth. But most of all, it’s our people who make us who we are.
Take the next step in your career together with us. The journey starts here.
This is a full-time permanent role based in Stockholm. Please send your CV in English as soon as possible, by 19th October 2026.
*We are committed to a recruitment process that is fair, equitable and based on competency. We therefore kindly ask you not to attach a cover letter in your application.