continued

   H&M marketing manager Jõrgen Andersson says that the theme of the shoot is femininity and character, which prompted the company's choice of Mario Testino as photographer. Fonda was chosen for her independent image.
   The range is more realistic than the jewelled creations commissioned by Victoria's Secret, such as the Fantasy Bra with 1,200 pink sapphires and 2,300 diamonds. The $12·5 million bra may create headlines, but H&M has its feet planted more in the real world, creating intimate apparel for the woman who wants to be herself—i.e. one that might read this article.
   This holiday season might be a smidge quieter and trend-wise, Hennes & Mauritz may be wise to have played it less arrogantly. The human touch is what draws customers these holidays in a season where a multi-million-dollar bra seems a trifle politically incorrect. Still sexy, still feminine: it's a range that continues a Swedish tradition of competent design and comfort.

Visit H&M
Visit 'Mlle Ambassador: Claudia Schiffer in H&M's lingerie' (November 2000)