Supermodel Fits H&M’s Older Role

NEW YORK Iman will appear in print and outdoor ads for European retailer H&M as part of a spring campaign that breaks this month in April magazines.

The campaign was created by in-house agency the Red Room and shot in New York. The client hopes that Iman, 47, will strike a chord with their older shoppers, women aged 25 to 45, said H&M representative Karen Belva.

“We always want to get models who are real role models,” said Belva. “Iman owns her own companies and works with a lot of charities.” The international supermodel is also a wife and mother, she said.

Richard Avedon photographed the campaign’s images in front of a white backdrop. In the ads, Iman models a spring line that incorporates ethnic designs into European casualwear, making the model a perfect choice for the campaign, said Belva.

“In the ’70s she introduced ethnic looks into the world of fashion, so she really was a perfect choice for this collection,” Belva said.

The work will appear around the world and in U.S. women’s publications, including InStyle, Vogue, Cosmopolitan and Jane, as well as on billboards in the New York metropolitan area.