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H&M Unveils Supermodel-Heavy Summer Campaign

In keeping with its music tradition, the retailer tapped two superstar Swedish DJs to score the accompanying commercial.
Photo: Lachlan Bailey for H&M

Photo: Lachlan Bailey for H&M

Swedish retail giant H&M doesn't disappoint when it comes to the casting of its runway shows and campaigns — its holiday ads featured the likes of Sasha Pivovarova dancing to Lady Gaga, and the commercial for its immensely popular collaboration with Alexander Wang starred Raquel Zimmermann, Isabeli Fontana and more, competing in a video game-like athletic tournament. 

H&M has called upon its favorite models once again to celebrate its new bohemian, beachy summer collection — which is heavy on the bikinis, caftans and sandals — with Doutzen Kroes, Adriana Lima, Joan Smalls and Natasha Poly fronting the ads, shot by Lachlan Bailey. 

There will also, of course, be a video set to music — you may recall Beyoncé's "Standing on the Sun" clip from 2013 and Gisele Bundchen's cover of Blondie's "Heart of Glass" in 2014. In keeping with this, H&M will release a commercial featuring an exclusive track by DJ duo Axwell /\ Ingrosso on its website on April 30. The Swedish artists — who are better known as two-thirds of the former electronic music supergroup Swedish House Mafia — have plans to release their debut album this summer, and chose t0 unveil the new song "Sun Is Shining" as part of H&M's latest collection. 

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If you're heading to Coachella this weekend, where H&M will also have a major presence, you can catch the artists closing out the Outdoor Theater on Saturday night. We're thinking it's the ideal venue for giving the song a first go.