A look like this is usually created with both the scene choice and the edit.

For shooting, use a very bright background such as snow or sand, and dress the subject in darker clothing so they stand out. Expose brightly (often described as “to the right”) without losing all detail in the highlights.

In editing, keep the image low in saturation overall. A mild desaturation is a good starting point. Then reduce the strength of the brightest tones so the whites look soft and compressed rather than pure, harsh white. This is often done with a curves adjustment by flattening the top end of the tone curve, while still leaving a little texture in the bright areas.

You can also slightly warm or redden skin tones so the subject doesn’t look too pale after desaturation.

In short: bright high-key background, dark wardrobe, bright exposure, lower saturation, and gently compressed highlights/white point.