@saradeanii for H&M

To celebrate the launch of their latest summer collection, H&M approached MUSE with the goal of building lasting relationships with a hand-picked selection of our talent. At the heart of this initiative was EU-based digital creator @saradeanii, whose refined sense of style and creative direction made her a natural fit for the brand’s newest seasonal campaign.

Showcasing a head-to-toe H&M look, Sara brought her signature blend of modern femininity and effortless sophistication to the forefront. Her content — shared across Instagram and TikTok — reflected a fresh, sun-drenched aesthetic that captured the essence of the collection: minimal yet elevated staples designed for long days in the city or coastal escapes.

From breezy linens and lightweight tailoring to softly structured silhouettes, Sara styled each piece with intention, letting the simplicity and versatility of the garments speak for themselves. Her approach to the campaign was authentic, visually compelling, and aligned with H&M’s evolving creative direction — one that places greater focus on high-impact storytelling through creators with a clear point of view.

The success of this collaboration has paved the way for further opportunities between H&M and MUSE talents, with additional content launches set to roll out across Europe this summer.