H&M Summer 2015 Campaign Celebrates Modern Bohemia With Models Adriana Lima, Joan Smalls, & Doutzen Kroes

Fast fashion frontrunner H&M is going big — make that huge — for the Summer 2015 campaign. H&M Summer 2015 spots employ Adriana Lima and Joan Smalls, along with Natasha Poly and Doutzen Kroes. It almost feels a bit like a Victoria's Secret Angels campaign for a hot second, due to the spot-on casting. The brand has also enlisted EDM superstars Axwell /\Ingrosso, (two-thirds of Swedish House Mafia), to supply an exclusive song for the supermodel-starring commercial, which will debut on April 30.

So yeah, the retailer is aiming to make a summertime splash, the kind you get when you cannonball off a diving board into a pool — safely so, of course. The campaign boasts a Modern Bohemia theme, with tropical leaf prints, maxi skirts, and ruffled bikini tops. Essentially, you can dress like you live on an island or at the beach. These offerings are meant to capture the essence of summer: long, beachside days and fun, romantic nights.

Lima, Smalls, Poly, and Kroes appear in the upcoming commercial and double as action heroes with the singular goal of enjoying summer, in addition to looking beautiful in H&M threads.

A/\I were happy to contribute a track, since they are of Swedish origin, H&M is of Swedish origin, and it just made sense, with the pair saying, "It was amazing for us to work with H&M on this summer campaign with our new song, 'Sun Is Shining.' We’re always proud to work with Swedish brands, and with summer finally upon us, we can’t wait for everyone to hear one of the songs from our forthcoming album."

Now that we know how the Summer 2015 range is being promoted, let's look at some of the pieces from the upcoming collection, which are high fashion at a low price.

Pretty In Print

Isn’t this print divine?

Tie Dye

This bikini bottom is majorly (and dangerously) sexy, due to the side ties. Love the print, too!


You can get naughty with this knotty bikini top.

Cut It Out

This would make for some interesting tan lines, no? Not that I’m complaining!


You totes can’t forget a tote bag for all of your beach necessities, like sunblock, a hat, water, reading materials, your iPod, etc.

High Waisted For High Tide

You don’t need to be giving anybody a show at the beach… or do you?! These high-waisted bottoms are on trend, yet hark back to that classic bombshell look.

Vintage Babe

You can do go retro with this top and those bottoms!

Island Print

Looking at this makes me want a coconut-flavored drink with an umbrella garnish in my hand at all times.


This is almost Miley Cyrus-approved. Almost.


A single-shoulder itsy bitsy top? Love the ruffle.

One-Shoulder, Part 2

It also comes in black. It’s really pretty and supremely girlish, despite being so tiny.

Ruffle Bottom

What a cute, feminine two-piece!

One-Shoulder, Part 3

It also comes in print. Choices, ladies, choices!

In Bloom

It’s the new Fruit of the Loom!

Animal Instinct

You can get primal in this faux snakeskin bikini top with criss-crossed back straps.


You can have a totally clean conscience when wearing this, since it’s only animal-like.

Cover Up

This pretty white cover up is suited for the entire summer season.


You can’t create a summer wardrobe without including at least one maxi, which serves many glamsual purposes, from a beach wedding to a late date.

Go With the Flow

When it’s 4PM and you need to cover up a little and protect that skin, which has been in the sun all day, while wearing the matching bikini, throw this on!

Build An Outfit Around This

This loose, cute top would look amaze with a pair of crisp white linen pants, no? You can build a bunch of outfits around this. Add a pink skirt, boyfriend jeans, espadrilles, or flip fops and you’ve got an outfit, girl!

Music And The Message

Swedish EDM icons Axwell/\Ingrosso are an integral part of the campaign, with their song, which you can hear when the commercial drops at the end of the month.