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Gisele Bundchen for H&M Spring/Summer 2011

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The days of catalogue models posing for high-street brand ad campaigns are long gone. These days, it seems, Dubai’s fascination with the biggest and brightest (stars, in this case) has taken over the world.

H&M has just released their Spring/Summer 2011 campaign images featuring none other than Brazilian supermodel Gisele Bundchen.

We haven’t fully decided whether we’re for or against this new trend of casting huge exotic beauties for high-street campaigns. On one hand, this will definitely garner more attention for the label than if they had gone with an unknown model. But on the other hand, the additional cost of hiring Bundchen to pose for H&M is very likely to trickle down to the retail prices of each individual item.

In addition, now that big names in the business are apparently also gunning for campaigns by budget brands, it’s going to be all the more difficult for budding models to break into the industry. So this phenomenon definitely has its pros and cons. What do you think?

UPDATE: Thanks to a comment made by one of our followers on Facebook, we have noticed that some of the images seemed different from the original campaign photos floating around on the web. Perhaps some changes were made to better align the campaign with the sensibilities of the GCC market. Check out the side-by-side comparison below.

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This article has appeared in various international news and fashion publications:

Vogue UK
Vogue Italia
Marie Claire UK
French Elle
New York Daily News
Style Italia
The Telegraph
The Huffington Post
The Daily Mail
The Times of India
El Mundo Spain (and loads of other non-English publications)