H&M's new summer campaign is a bohemian supermodel dream

With each new campaign, we expect to be wowed by H&M – as much by the high street giant’s famous models as by the clothes themselves. But the retailer has stepped it up to new heights for summer, featuring a foursome of the world’s most in-demand supermodels.

Doutzen Kroes, Adriana Lima, Joan Smalls and Natasha Poly look incredible as they pose on the beach in a stunning shot.

Doutzen Kroes, Adriana Lima, Joan Smalls and Natasha Poly

With modern Bohemia as the theme, the supermodels rock a series of laidback ensembles in the image, with kaleidoscopic paisley print sundresses, belted kaftans and lace-up strappy sandals.

The advert will debut online at hm.com on 30 April. The soundtrack is an exclusive track by Axwell & Ingrosso appropriately entitled ‘Sun is Shining’.

Speaking about the new collection, Pernilla Wohlfahrt, Head of Design at H&M, said: “This collection is everything I love about summer – bikinis for long days at the beach and romantic prints on flowing dresses for endless nights out with friends.”

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