This video by H&M featuring their Spring 2014 collection is certainly ok, but for a brand with such deep pockets you’d think they would have stepped it up a bit. Nothing fancy, just a little more context to help convey the direction of the line. The parred down, simple direction and clean aesthetic works well for women’s, but showing a male model getting his eyebrows brushed, lotion rubbed onto his arm and make-up applied is off the mark. Get outside, hop on a bicycle, sit at a cafe, do pretty much anything, read Le Figaro, paint – just don’t try on clothes all day and expect the viewer to watch till the end.

Category: Fashion, Reports.

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