Doutzen Kroes continues her streak of high-profile campaign appearances with a series of ads for H&M‘s 2013 High Summer collection, photographed by Terry Richardson. Her other clients this season alone include Tiffany & Co, L’Oreal, Miu Miu and Victoria’s Secret.
Though this was Kroes’ first-ever campaign for the Swedish retailer, she and Richardson have a longstanding working relationship: the photographer shot her January 2009 Harper’s Bazaar cover, her 2010 US Vogue shoot and her Russian Vogue cover; from time to time, Kroes pops up in the black-and-white snapshots Terry dispatches from his studio.
H&M marks Kroes and Richardson’s first time collaborating on an ad project, but it’s not the first time they’ve been brought together for a beachy shoot. US Vogue sent them to Miami (take me to Miami) and for Russian Vogue, although they shot in a bare-walled room (Terry’s studio, possibly), Kroes was styled in swimwear (the word “SEX” was stenciled over her body on the cover image, to give you a sense of the taste level). The H&M campaign below feels like the most polished and mature of all these efforts, but that may just be that the clothing brand has more restrictive demands than a fashion magazine or related to in-house post-production Photoshopping, which often has a genericizing effect.
”Modeling isn’t just about standing there, looking pretty.”
“Sometimes you have to lie down. And the sun gets in your eyes.”
“This is not a comfortable position, but how else are you going to see my armpits?”
“This is a dress. Crotch-blocking man-head not included with purchase.”
“Is this photo really going to help H&M sell this sheer scrap of dress?”
Bonus: Here are a bunch of short video clips for this campaign:
