Previously,
one of Hennes & Mauritzs clever marketing moves,
recalls Lucires Paris adviser David Patin, has
been to find people with recognizable facesbut 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.
CONTINUED
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