The sumptuous tropical backdrop is the perfect frame for the colorful, haute-boho character of the spring collection. Dressed in bright colors and big smile, the stars lounge poolside, along the beach, or have a nocturnal dance party at the hotel club. While the location may be imaginary, the set design creates a genuine feeling of place and character – even if it’s idealized, this feels like a recognizable place that we would love to take a vacation to. I had so much fun on set, and I think that shows through in the film the message is welcoming and playful.” – Gigi Hadid This is an homage to those magical hotels that have been the site of so much creativity in the past. The visual and creative basis for the campaign is its imagined setting of the Hôtel Hennes (the H in H&M), a fictional destination inspired by the idealized art hotels of yore where artists, jet-set icons, muses, and thinkers gathered. The imaginative Spring 2022 campaign was directed by Bardia Zeinali.
I had so much fun on set, and I think that shows through in the film the message is welcoming and playful.H&M takes a summer vacation to a place of possibility and fantastical style with its latest campaign. This is a homage to those magical hotels that have been the site of so much creativity in the past. – Bardia Zeinali, director Courtesy of ©H&M Courtesy of ©H&M Visually, Hôtel Hennes is a wonderland the stars are not in their usual roles and every frame is intended as a new adventure. With the campaign H&M celebrates the release of a new Hôtel Hennes merchandise, that includes beach towels, sunglasses, tote bags, bikinis, shorts and t-shirts. Hôtel Hennes is a fictional fashion destination, inspired by legendary art hotels. In charge of styling were Jorden Bickham, and Robert Rydberg, with set design from David White, and beauty by hair stylist Evanie Frausto, and makeup artist Marcelo Gutierrez. Fashion brand H&M presented their new Hôtel Hennes fashion film directed by Bardia Zeinali, starring Gigi Hadid, Donté Colley, Jill Kortleve, Tinx, Young Emperors, Jazzelle, Precious Lee, Devyn Garcia, Kiddy Akita Lou, Olivia Vinten, and Julia Hobbs.
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