# Cloned Model Lookbooks Take a Peak at H & M's 2011 Spring/Summer Collection By Chalaine Mantha | Published 2011-01-07 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/h-ms-2011-spring-summer-collection References: [youtube](http://www.youtube.com/watch?v=LstzIN9HweU&feature=player_embedded) & [m.hm](http://m.hm.com/ca/mobilev2/home__mobileStart.nhtml) [H&M](https://www.trendhunter.com/trends/femininity-in-bloom)'S 2011 Spring/Summer Collection is full of color-block patterns, geometric shapes and long flowy maxi-dresses. The H&M lookbook was released as a video, which gives it more of a fashion show vibe. Viewers are invited to watch the graceful models strut up and down the invisible catwalk in the fashion-forward clip. H&M'S 2011 Spring/Summer Collection has a mod, hippie, boho vibe that will surely grab your attention, so sit back and enjoy the show! **Implications** - Interactivity is an incredibly appealing factor of advertising to many consumers who are searching for unique and unparalleled features in the products they purchase and the advertising they are exposed to. Featuring a more technologically centered method of advertising, such as video rather than print, allows viewers to connect to a company and its brand. ## Trend Insights (Trend Hunter) - Score: 4.2/10 - Popularity: 28% | Activity: 89% | Freshness: 8% - Audience gender: 10% men, 90% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Hip Fashion](https://www.trendhunter.com/hipfashion) ## Key Themes ### What's Driving This Trend - **Interactive Advertising:** Using video rather than print for advertising allows viewers to connect to a company and its brand. - **Fashion Show Vibes:** Releasing lookbooks as videos gives them a more fashion show-like feel. - **Mod, Hippie, Boho Style:** H&M's 2011 Spring/Summer Collection embraces a mod, hippie, boho vibe that catches attention. ### Who This Affects Most - **Apparel Retail:** Clothing brands can explore interactive advertising methods, like video lookbooks, to connect with consumers. - **Fashion and Beauty:** The fashion and beauty industry can experiment with video-based lookbooks to create a more immersive experience. - **Advertising and Marketing:** The advertising and marketing industry can explore the trend of interactive advertising through video content. ## Related on Trend Hunter - [Feminine Spring Apparel Collabs](https://www.trendhunter.com/trends/femininity-in-bloom.md) - [Show-Inspired Tropical Apparel](https://www.trendhunter.com/trends/the-white-lotus-1.md) - [Beach-Inspired Spring Fashion Capsules](https://www.trendhunter.com/trends/a-kind-of-guise-3.md) - [Collaborative Circular Collections](https://www.trendhunter.com/trends/heron-preston-1.md) - [Whimsical Spring Apparel](https://www.trendhunter.com/trends/Anna-Suis-SpringSummer-2025.md) - [Summer-Ready Utilitarian Fashion](https://www.trendhunter.com/trends/hh118389225-2.md) - [Seasonal Fashion Campaign](https://www.trendhunter.com/trends/y3-ss26.md) - [Refined Spring-Centric Apparel](https://www.trendhunter.com/trends/reimagined-icons.md) - [Spring Technical Apparel](https://www.trendhunter.com/trends/acoldwall-5.md)