H&M Unveils Its Latest Supermodel

NEW YORK Heidi Klum will appear in print and outdoor ads for European retailer H&M as part of a summer swimwear campaign that breaks next month in June magazines.

Italian photographer Mario Sorrenti shot the campaign, created by in-house agency Red Room, on the island of Virgin Gorda in the West Indies. The ads will appear in all 14 countries where H&M has retail locations.

In the U.S., the ads will run in June issues of magazines like Cosmopolitan, Jane, Vibe, Marie Claire, Lucky, Elle and Interview and in metro media outlets like Time Out New York and The Improper Bostonian. The campaign, which breaks May 9, also includes in-store displays as well as outdoor billboards in the New York metropolitan area.

“They really wanted to capture that beach life,” said Karen Belva, H&M spokesperson. “And after a long winter, that’s where you would want to be.”

H&M routinely uses well-known models in its ads. Last spring, Iman was the face of a campaign aimed at shoppers aged 25-45. There was no such calculation behind the store’s choice of Klum, who has been modeling for 10 years and simply looks good in a bikini, said Belva.

Bridget Fonda, Johnny Depp and Benicio Del Toro are among the individuals featured in the retailer’s previous advertising campaigns.

Spending on the campaign was undisclosed, but Nielsen Monitor Plus reported H&M spent nearly $300 thousand promoting its swimwear line, out of about $2 million it spent on ads last year.