Previously, one of Hennes & Mauritz’s clever marketing moves, recalls Lucire’s Paris adviser David Patin, has been to find people with recognizable faces—but not too recognizable. As the Swedish label relies heavily on outdoor and point-of-sale advertising, people would be forced to take a second look and wonder, ‘Who was that?’ Instant brand connection. Hence there was Jade Jagger, Bridget Fonda one year and before Kylie Minogue became Kylie Minogue again, she appeared in a 1998 H&M shoot. One of the few exceptions was Claudia Schiffer in a Bardotesque November 2000 campaign.

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