Advert Analysis - H&M

Advert Analysis

H&M is a clothing company based in Sweden that focuses on fast fashion clothings for men, women, teenagers and kids. H&M advertises their Spring/Summer 2022 collection through this advertisement by showcasing their clothing pieces and featuring a worldwide famous supermodel, Gigi Hadid.

Welcome to Hôtel Hennes | H&M

Media Language

"Welcome to Hôtel Hennes" was made to advertise H&M's new S/S collection. Instead of showcasing their new fashion collection straightforwardly like what most fashion advertisement did, director Bardia Zeinali uses storytelling to advertise the products. Hôtel Hennes is a fictional destination full of where dreams are realized and where fashion has no rules. The visual and audio elements in this advertisement suggests the story is set in the 90s or early 2000s. The warm color scheme and beach setting in this advertisement also makes it easy for the viewers to identify that it's a Spring/Summer fashion line. The first scene of this advertisement introduces Gigi Hadid as the celebrity endorsement to hook the viewer's attention.  From analyzing the models and actors in this advertisement we know that it's targeted for young female from the age 18 to 30.

Representation

This advertisement represents a wide variety of H&M's consumers, females in different skin color, females with different body type and size, females with different races and also femboys and cross dressers. From tall & skinny model-like woman, plus size woman to a black man dressing in female clothings.  The advertisement conveys that anyone can be the main character in Hôtel Hennes which means in real life they can be their own main character by wearing H&M clothings. It also clearly expresses H&M brand voice with includes trendy, bold and inclusive. 

Audience

Viewer's with a personal interest towards Gigi Hadid might get persuaded to buy and wear H&M to be like Gigi Hadid. Also those people who felt represented in the advertisement may also get persuaded by the ads as they can relate to the models in Hotel Hennes. Aside from fashion enthusiasts, this advertisement can attract customer who are interested in the retro aesthetics or clothes with bold colors like in the advertisement. Since guests in Hotel Hennes are models, they can make the clothings look prettier, this may be another element that can help persuade customer to purchase H&M's products.

Industry

Although this advertisement was made this year, the set design, styling of the models, background music and the editing was inspired by trends from the 90s as in the fashion industry trends come back every 20 years. The bold and bright red color of the Hôtel Hennes logo and the texts makes it easier for the viewer's to recognize that it's an H&M advertisement because of their brand identity and logo. The addition of catchy slogan texts such as "THIS SEASON'S best LOOKS" and "☆☆☆☆☆ Outstanding ☆☆☆☆☆"  makes the advertisement more appealing. On top of that, the french slogan "A TOUR de FORCE" which can be interpreted as "performance that attracts admiration" helps improve H&M's brand identity as a trendsetter and a high-fashion brand as Paris is known as the world capital of fashion. The different language can also be interpreted as a form globalization.