With creative by adam&eveDDB, the film was shot in Buenos Aires and aims to celebrates women, fashion and friendship
H&M is launching its 2018 spring collection with a campaign film by adam&eveDDB starring Winona Ryder and Elizabeth Olsen
It also features a diverse cast of strong women, including the models Andreea Diaconu, Anna Ewers, Imaan Hammam and Naomi Shimada, and singer/songwriter Andrea Valle.
The film takes us to Buenos Aires, where a celebration of female empowerment and friendship spills out from a local café and into the streets. Meanwhile, the print campaign, also shot in picturesque Buenos Aires, stars Andreea Diaconu, Anna Ewers and Imaan Hammam.
“It was such a thrill to be in Buenos Aires for the H&M Spring campaign, and more importantly, to be surrounded by such a wonderful cast of strong women. The entire experience was incredibly inspiring,” says Elizabeth Olsen.
"I love the way that the campaign really celebrates women in a very authentic way. I found that to be really refreshing and much needed right now in this culture. They are celebrating themselves and each other,” says Winona Ryder.
“It was wonderful to see how all the women on set were able to express their own personalities through the strong yet relaxed shapes of the Spring collection. The voluminous pieces in particular moved so beautifully in the dance sequences,” said Pernilla Wohlfahrt, H&M’s Design Director.