H&M Shows Aquatic Male Bond For Summer 2009

While most brands have opted for sizzling beach romance in their new campaigns, H&M goes for a different kind of romance—a bromance between two buddies.

Sometimes a guy needs to forget about his girlfriend/boyfriend and just hang out with his buddies. And that is what we get in these H&M Summer 2009 ads featuring top Spanish model Jon Kortajarena and another male model at the beach.

Implications - With society becoming more accepting of non-traditional forms of sexuality, publicized relationships are changing. No longer are heterosexual couples the only individuals used for advertising, so companies should consider how to leverage these developments to sell their products. With the public more open to new forms of sexuality, companies are free to be even more daring and take risks.