- Julieta Censini

H&M Fall 2011 Campaign

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In the past years, the Swedish brand H&M have showed that they are not your regular high-street store: they’ve had collaborations with Stella McCartney, Roberto Cavalli, Lanvin, Comme des Garcons, Jimmy Choo and Sonia Rykiel. They’ve announced the following collaboration with a big fashion house: Versace… and the fashion savvy shoppers of the world are waiting to get the iconic Versace pieces at the affordable prices of H&M.

And H&M is not only working with important designers, they’ve also started booking high-fashion models for their ads. In the fall-winter 2011 campaign, the stars are Anja Rubik and Freja Beha Erichsen, two of the best rated models of the moment.

H&M 2011

Anja Rubik is Polish and she’s now 28. She started modeling when she graduated from high-school and has been on the covers of Vogue and Elle worldwide. As for designers, she’s been seen at Givenchy, Jimmy Choo, Gucci, Lanvin, Armani, DKNY, Estee Lauder, Chanel, Roberto Cavalli, Chloe, to name just a part. She is currently the third in theĀ Top 50 Models Women, right after Freja Beha Erichsen.

Freja, on the other hand, 24, was born in Denmark and made her debut in 2005. She has walked for virtually all the designers, and has been featured in major campaigns for Balenciaga, Gucci, Chanel, Hermes, Valentino, Karl Lagerfield, Max Mara, Calvin Klein etc. Several fashion items have been labeled with her name; for example, the Freja handbag of Jil Stuart, the Alexander Wang Freja Lace-Up Stiletto Boot and the Freja clutch from Chloe.

H&M clothing

Now that you know what kind of models H&M uses, you should also note that the pictures were taken by the fashion photographer Terry Richardson, one of the most popular photographers of the moment. And if you see a new face in the picture, that’s Jade Jackson, a 20 year old blonde from Australia that might just be the next big thing on the catwalk.

Leaving these aside, the models are styled simply and casually for this campaign, and it looks like they’re having fun with it. Their eyes are highlighted, while the lips are natural and the cheeks are slightly blushed. The hair is also natural – a loose pony-tail on Anja, a parting on the side on Jade and fringe on Freja – hair that any normal woman would wear on a normal day. This makes the customers (middle-class women) to feel related to the pictures.

Women's fall clothing

The styles included in the photo-shoot are perfect for fall: they’ve got just the right amount of color and the right amount of layering. We see the girls in white turtlenecks underneath round-neck sweaters in pink, camel and black. Soft, striped sweaters in classic black and white or funky pink and camel are also seen. There’s also this interesting dark oversized sweater seen in Anja, with three-quarters sleeves, turtleneck, pockets and a triangular shape.

H&M collection

Trends for this season

We could spot some pretty dresses in the ad campaign, like the straight orange dress with visible pockets, the mustard silk one or the striped red and pink straight dress. These are layered with outerwear, and we especially love the trench coats – plaid or simple, they’re just a tiny bit longer than the dresses, which looks great with heeled ankle boots and tights for fall. Boyfriend blazers and short jackets are also seen.

Fashionable autumn

In the same print as the trench coat pictured above, there are also skinny plaid pants available, combined in the ad with a black sweater – there’s really no simpler and more elegant way to wear such pants! Especially since the print makes them a bit difficult to combine.

So, if you want to know what the basic H&M pieces are for this fall, here they are: a turtleneck for layering, a monochrome sweater to go with everything, a striped sweater and an oversized one that you can use even as outerwear. You will also need a straight monochrome dress and a pair of skinny pants. Don’t forget the trench coat! You can combine these pieces in a variety of manners, and, of course, you can wear them with what you already have in your wardrobe. Although there are no accessories in the ad campaign, you know that the right bag, shoes or pair of sunglasses can change an outfit entirely!

Check out the H&M website for the entire collection and details about the prices and availability!

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