# Casual Spunky Fashion Martyna Galla Captures H&M Stockholm Campaign with Asia Pulko By Katherinev123 | Published 2011-12-11 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/hm-stockholm References: [designscene.net](http://www.designscene.net/2011/12/hm-stockholm-collection.html) & [aretaszpura_](http://www.aretaszpura.com) Edgy and laid-back, the clothes in the [H&M](https://www.trendhunter.com/trends/femininity-in-bloom) Stockholm collection are perfect for fashionistas who want both comfort and cool style. This [H&M Stockholm campaign](https://www.trendhunter.com/trends/anamika-khanna-x-hm), photographed by Martyna Galla, features model Asia Pulko, who rocks the line's relaxed and sassy pieces with attitude in what looks like a dark and empty warehouse. The styles for the H&M Stockholm collection, which were expertly put together by stylist Areta Szpura, include simple, ultra-skinny jeans and paneled, leather-look leggings, mixed with casual and basic hoodies, relaxed tees and an [edgy rocker-chic jacket](https://www.trendhunter.com/trends/the-october-collection). Accenting the looks are rugged and worn lace-up boots and a pair of simple sneakers. Watch this video for behind-the-scenes footage of the H&M Stockholm photo shoot featuring Asia Pulko. ## Trend Insights (Trend Hunter) - Score: 6.2/10 - Popularity: 87% | Activity: 90% | Freshness: 8% - Audience gender: 10% men, 90% women - Primary generations: Millennial - Top markets: 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 Makes This Trend Stand Out - **Edgy Fashion:** Disruptive innovation opportunities lie in the development of sustainable and eco-friendly materials for edgy fashion designs. - **Casual Style:** Opportunities for disruptive innovation can be found in creating sustainable and ethically-made casual fashion pieces. - **Laid-back Fashion:** Disruptive innovation opportunities exist in the integration of technology and sustainable materials in the production of laid-back fashion. ### Sectors Adopting This - **Fashion Retail:** Fashion retailers can seize disruptive innovation opportunities by adopting sustainable fashion practices and offering a wider range of edgy clothing options. - **Apparel Manufacturing:** Disruptive innovation opportunities lie in the adoption of sustainable and eco-friendly manufacturing processes in the production of casual fashion. - **Fashion Photography:** Incorporating technology and sustainable practices into fashion photography can create disruptive innovation opportunities for photographers and studios. ## Related on Trend Hunter - [Feminine Spring Apparel Collabs](https://www.trendhunter.com/trends/femininity-in-bloom.md) - [Avant-Garde High Streetwear](https://www.trendhunter.com/trends/hm-x-glenn-martens.md) - [Eco-Minded Workout Wear](https://www.trendhunter.com/trends/hm-2.md) - [Effortless Urban Campaigns](https://www.trendhunter.com/trends/knys-fall-2025.md) - [Local Hotspot Fashion Shoots](https://www.trendhunter.com/trends/heartbeat-campaign.md) - [Glam Indian Apparel](https://www.trendhunter.com/trends/anamika-khanna-x-hm.md) - [Inventive Retail Strategies](https://www.trendhunter.com/trends/inventive-retail-strategies.md) - [Offbeat Fashion Campaigns](https://www.trendhunter.com/trends/asos-inspired-by.md) - [Stylish Fashion Campaigns](https://www.trendhunter.com/trends/stylish-fashion-campaigns-marc-jacobs-unveils-its-spring-2025-marcworld-cam.md)