Benjamin Eidem for H&M Trend Guide Spring/​Summer 2012

Relaxed Mode–Request model Ben­jamin Eidem takes to H&M’s exclu­sive run­way for an update of their spring/​summer 2012 trend guide. With a col­lec­tion that incor­po­rates laid-​​back tai­lor­ing as well as a sports­wear look, Ben­jamin eagerly wears double-​​breasted jack­ets, cropped trousers and an intri­cate selec­tion of eye­wear and acces­sories, all of which keenly attribute to the new season.

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Simon Nessman for H&M Urban Scene

Urban­scape–Simon Ness­man is recruited by H&M once more, this time around for their Divided lineup. Tak­ing pieces from the spring/​summer 2012 col­lec­tion for an urban stroll, col­or­ful pieces with youth­ful phrases are employed. Cut from jer­sey, shorts, hooded jack­ets and other gar­ments come together for a relaxed show­ing. /​ Art direc­tion by Anders Lyckman.

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Tony Ward for H&M Modern Classics Campaign

Com­mer­cial Appeal–Tony Ward finds him­self recruited for H&M once more, tak­ing a star­ring role in a new cam­paign for the spring/​summer 2012 sea­son. Wor­thy of printed mat­ter, clas­sics come together for a crisp look at an array of relaxed suit­ing and a touch of busi­ness casual with fit­ted cardi­gans to guide the way.

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David Beckham Bodywear for H&M

Craft­ing the Fun­da­men­tals–David Beck­ham dons pieces from his first body­wear col­lec­tion for H&M. Part of an ongo­ing col­lab­o­ra­tion with the Swedish retailer, the col­lec­tion fea­tures nine under­wear styles along­side t-​​shirts, long jeans and other loungewear that will go on sale Feb­ru­ary 2, 2012.

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River Viiperi for Versace x H&M Cruise 2012

Dig­i­tal Col­lec­tion–Ver­sace is back with another H&M designer col­lab­o­ra­tion and along for the ride once more is none other than River Viiperi. Aim­ing for a softer approach this sea­son, Versace’s new col­lec­tion for H&M tack­les clean sil­hou­ettes in black and blue. Hon­ing in on lux­ury with relaxed trade­marks, sep­a­rates come together with an empha­sis on mix­ing the fit­ted and casual. /​ The col­lec­tion, avail­able online exclu­sively launches for sale in Europe begin­ning Jan­u­ary 19, 2012.

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Simon Nessman for H&M Personal Touch

Per­sonal Touch–H&M once again taps Simon Ness­man for a shoot, this time around for a look at their spring Divided lineup. Pho­tographed in the sunny hills, Simon keeps it easy in zip­pered sweat­shirts, denim and basic tees.

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