Shot on the Brooklyn Bridge with black balloons in hand (say that 10 times fast), model Nimue Smit showcases select pieces from the H&M Divided Fall 2012 collection. It is as though she has been directed to channel her inner schoolgirl. Not only do the balloons add a childlike innocence to the photoshoot, the short skirt and knee-high socks are reminiscent of a school uniform. Considering that the new school season is just around the corner, the H&M Divided Fall 2012 ad campaign is very timely.
The H&M Divided Fall 2012 campaign was lensed by Stockholm-based photographer Peter Gehrke with art direction by Mikael Kangas. The Dutch beauty was styled by Marina Kereklidou. The youthful looks she created were complemented by natural hair and understated makeup.