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The Impression’s Daily Look at The Latest in Fashion Ads

By Kenneth Richard | The Impressionist
H&M, the Swedish retail behemoth, continues their prolific partnership with the creative director duo of Erik Torstensson and Jens Grede of Wednesday Agency. As you may recall, the duo’s holiday campaign featured a couple of up and comers named Lady Gaga and Tony Bennett, which didn’t work out too badly for the label.

For their summer campaign, to show off the brand’s caftans, bikinis, and bohemian spirit, the boys cast a bevy of ‘supers’ in Adriana Lima, Doutzen Kroes, Joan Smalls & Natasha Poly, all lensed by Lachlan Bailey. To go along with the campaign, which breaks globally in May-June issues, H&M will release a commercial on their website at the end of the month featuring an exclusive track by DJ duo Axwell /\ Ingrosso. The musical artists — better known as two-thirds of electronic supergroup Swedish House Mafia — are releasing their debut album this summer and will unveil their new song, “Sun Is Shining,” for the spot.

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Agency | Wednesday
Creative Directors | Erik Torstensson & Jens Grede
Photographer | Lachlan Bailey
Stylist | George Cortina
Models | Adriana Lima, Doutzen Kroes, Joan Smalls & Natasha Poly
Hair | James Pecis
Makeup | Mark Carrasquillo
Set Designer | Peter Klein