The H&M Summer 2012 lookbook is inspired by the '50s. Although the fashion itself pays only a subtle tribute to this era, the hair and makeup puts it over the edge. The barrel-wave hairstyle and full face of makeup gives model Frida Gustavsson a look that is part rock and roll, part pin-up girl.
Lensed by photographer Andreas Sjodin, the H&M Summer 2012 lookbook is very cohesive. The color palette is limited to warm shades of cream, pink, maroon and gold with a hint of teal here and there. There is, however, a mix between sporty couture and glamorous retro. Nevertheless, even the more casual jacketed looks are still strikingly elegant while the vintage-inspired dresses and skirts all have contemporary fits.