H&M Goes Minimal for Spring 2021 Campaign

Joanna Elizabeth

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Published March 29, 2021

Yoonmi Sun stars in H&M spring 2021 campaign.
Yoonmi Sun stars in H&M spring 2021 campaign.

Minimalism takes the spotlight in H&M’s spring 2021 fashion campaign. Photographed by Frida Marklund, models Yoonmi Sun, Zinnia Kumar, Ariish Wol, and Afra Wendel Bommarco appear in the advertisements. Spring focuses on a color palette of neutral hues of ivory, beige, and black. Silhouettes take inspiration from the 1990s with boxy vests, lightweight coats, and hooded sweatshirts. Styled by Lisa Lindqwister, the girls get accessorized with oversized sunglasses as well as baseball caps. Anya de Tobon works on makeup for the shoot with hair by Linda Shalabi. With a focus on sustainability, several designs include food crop waste transformed into Agraloop™ Biofibre™. By 2030, H&M aims only to produce items that are 100% recycled or use sustainably sourced materials.

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H&M Spring 2021 Campaign

Zinnia Kumar fronts H&M spring 2021 campaign.
Zinnia Kumar fronts H&M spring 2021 campaign.
Model Ariish Wol gets her closeup for H&M spring 2021 campaign.
Model Ariish Wol gets her closeup for H&M spring 2021 campaign.
Afra Wendel Bommarco appears in H&M spring 2021 campaign.
Afra Wendel Bommarco appears in H&M spring 2021 campaign.
H&M focuses on minimal styles for spring 2021 campaign.
H&M focuses on minimal styles for spring 2021 campaign.
An image from H&M's spring 2021 campaign.
An image from H&M’s spring 2021 campaign.
H&M unveils spring 2021 campaign.
H&M unveils spring 2021 campaign.
H&M launches spring 2021 campaign.
H&M launches spring 2021 campaign.
Model Yoonmi Sun poses for H&M spring 2021 campaign.
Model Yoonmi Sun poses for H&M spring 2021 campaign.
H&M features sunglasses in spring 2021 campaign.
H&M features sunglasses in spring 2021 campaign.
Ariish Wol poses for H&M spring 2021 campaign.
Ariish Wol poses for H&M spring 2021 campaign.

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