H&M Goes Minimal for Spring 2021 Campaign

Minimalism takes the spotlight in H&M’s spring 2021 fashion campaign. Photographed by Frida Marklund, models Yoonmi Sun, Zinnia Kumar, Ariish Wol, and Afra Wendel Bommarco appear in the advertisements. Spring focuses on a color palette of neutral hues of ivory, beige, and black. Silhouettes take inspiration from the 1990s with boxy vests, lightweight coats, and hooded sweatshirts. Styled by Lisa Lindqwister, the girls get accessorized with oversized sunglasses as well as baseball caps. Anya de Tobon works on makeup for the shoot with hair by Linda Shalabi. With a focus on sustainability, several designs include food crop waste transformed into Agraloop™ Biofibre™. By 2030, H&M aims only to produce items that are 100% recycled or use sustainably sourced materials.