# Mountainside Winter Style The H&M November 2011 Campaign is Refreshingly Natural By Meghan Young | Published 2011-11-25 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/h-m-november-2011 References: [fashiongonerogue](http://fashiongonerogue.com/hilary-rhoda-julia-stegner-ieva-laguna-hm-november-2011-campaign-asa-tallgard/) & [hm](http://www.hm.com/) Taking a different direction from its recent catalogs and campaigns, especially after all of the super couture [Versace](https://www.trendhunter.com/trends/versace-fw25) collaborations, the [H&M](https://www.trendhunter.com/trends/hm-x-glenn-martens) November 2011 campaign is absolutely refreshing, literally and figuratively. Models Hilary Rhoda, Julia Stegner, Ieva Laguna, Tom James and Jake Davies head to the mountainside from some fresh air while testing out their comfy-chic sweaters, scarves, puffy coats and more. Shot by fashion photographer Asa Tallgard, the H&M November 2011 campaign was styled by Sofia Ericsson. Inspired by the majestic backdrop, Ericsson went for practical outfits that are still incredibly stylish. The fashionable group embarks on a [winter trek](https://www.trendhunter.com/trends/madewell-the-chalet-shop), at the same time showing just what the latest H&M collection is made out of. Simple, functional and warm, the H&M November 2011 campaign also has people looking good. ## Trend Insights (Trend Hunter) - Score: 5.1/10 - Popularity: 80% | Activity: 66% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Hip Fashion](https://www.trendhunter.com/hipfashion) ## Key Themes ### What Makes This Trend Stand Out - **Comfy-chic Fashion:** Opportunity for simple and practical yet stylish winter clothing, perfect for outdoor activities. - **Natural Backdrops:** Opportunity for using natural settings as inspiration for advertising fashion and lifestyle products. - **Refreshingly Simple Campaigns:** Opportunity for brands to differentiate themselves by creating visually and thematically straightforward promotional material. ### Sectors Adopting This - **Fashion:** Comfy-chic winter clothing, functional footwear, and understated accessories. - **Travel and Tourism:** Mountain locations for winter getaways and outdoor activities. - **Photography and Videography:** Using natural settings to showcase fashion and lifestyle content, and for providing settings for films and still photography. ## Related on Trend Hunter - [Nostalgic Winter Intimates Campaigns](https://www.trendhunter.com/trends/skims-holiday-campaign.md) - [Holiday Fashion Campaigns](https://www.trendhunter.com/trends/tommy-hilfigers-2025.md) - [Effortless Urban Campaigns](https://www.trendhunter.com/trends/knys-fall-2025.md) - [Alpine-Inspired Fashion Collections](https://www.trendhunter.com/trends/madewell-the-chalet-shop.md) - [Bold Urban Winter Boots](https://www.trendhunter.com/trends/ugg-autumn-winter-2025.md) - [Avant-Garde High Streetwear](https://www.trendhunter.com/trends/hm-x-glenn-martens.md) - [Star-Studded Fashion Collections](https://www.trendhunter.com/trends/winter-2025-campaign.md) - [Collaborative Sporty Timeless Fashion](https://www.trendhunter.com/trends/mammut.md) - [Show-Inspired Tropical Apparel](https://www.trendhunter.com/trends/the-white-lotus-1.md)