If youre wearing
racy red lingerie, then its time to show it
CHRISTMAS LINGERIE campaigns could have been scripted
in Hollywood: the ritual of the posters going up and the press
notified each October or November. We then try to do our dose
of trend-spotting, particularly as H&M
has grown to become the largest clothing retailer in the world.
Its a ritual weve followed for
five years. While earlier strategies were to use models who
were knownbut not that known (as in Kylie Minogue,
1999, or Bridget Fonda, 2001)H&M
has been known to grab headlines with Claudia Schiffer as
photographed by Max Vadukul in 2000.
This year, while most of us expected a single
model, H&M surprised us
with three: Naomi Campbell, leading the trio; the Czech model
Daniela Pestova (right); and actress Angie Everheart.
But there seems to be little drama at H&M:
no introduction to the models, no proﬁling of Ellen
von Unwerth, who shot this campaignjust a sense that
its business as usual.
Except that its not. While theres
no significance behind the idea of three, there is some significance
in the brilliance of the colours. Obviously, H&Ms
design team forecasts the dropping of the sombre mood that
had been in the air.