No more dreamy romantic stories or Wes Anderson fantasies. This autumn/winter, H&M is grounded in the street life of Japan at night. And it has a new superstar drawcard, Naomi Campbell, plus an entourage of influencers. (It’s not Campbell’s first H&M shoot though. She last worked for H&M nearly twenty years ago.)
The campaign is a montage of karaoke, set to Wham’s song, Wham Rap! (Enjoy What You Do?), from 1982 when the duo’s name had an exclamation mark even though they were only just beginning to be known.
The campaign follows Diesel’s brave endorsement of Japan’s youth culture by Dictionary Films and Geometry Tokyo earlier this year – in which LGBTQI, androgony and “badass” brazenly defied traditional social rules.
And strangely for a fashion ad, this one makes you pay attention to the clothes.
