H&M has launched the film for its “Under the Sun” campaign, showcasing some of the must-have pieces included in the Summer collection.
The ad, which is “a love declaration to the sun, the sea and the new H&M summer collection” and presents the global fashion retailer as “the one-stop shop for all your summer days and stylish escapes,” features several models going to the beach dressed in comfortable outfits. As the French song “La Mer” performed by Charles Trenet plays in the background, several other persons of all ages are seen enjoying a sunny summer day at the beach, by the pool, or in a forest, diving into a lake.
A calf-length unlined dress in woven fabric with a sheen, smocking at the top, tie-top shoulder straps, a rounded hem and slits in the sides, in vibrant yellow, which is the shade of the season, worn with red suede sandals; a white sleeveless tie-hem top accessorized with a rigid jute clutch bag and tassel and bead earrings; an off-the-shoulder dress with floral print, worn with artisanal jewelry and slides with a bow, a green swimsuit with lacing, a crinckled blouse, a wide blouse with ties, a white cotton blouse with embroidery are among the pieces featured in the ad.
The menswear range includes prints, flashes of colour and contemporary shorts – from denim to twill and chino shorts – for the style-conscious man.
The “Under the Sun” Summer collection is now available online and in stores.
For its Spring fashion campaign film, the Swedish retailer enlisted actresses Elizabeth Olsen and Winona Ryder. The two actresses co-star, along with several top models, including Imaan Hammam, Andreea Diaconu and Anna Ewers, in a commercial shot in Buenos Aires, Argentina, aimed at celebrating female empowerment and friendship.