# Beach Bromance Fashion H&M Shows Aquatic Male Bond For Summer 2009 By mediterranean | Published 2009-05-08 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/hm-summer-2009-men References: [homotography.blogspot](http://homotography.blogspot.com/2009/05/jon-kortajarena-h-summer.html) & [shop.hm](http://shop.hm.com/nl/campaign?campaign=745_PARADISE&page=START_HERR_1) While most brands have opted for [sizzling beach romance](https://www.trendhunter.com/trends/alessandro-micheles) in their new campaigns, [H&M](https://www.trendhunter.com/trends/femininity-in-bloom) goes for a different kind of romance--a bromance between two buddies. Sometimes a guy needs to forget about his girlfriend/boyfriend and just hang out with his buddies. And that is what we get in these [H&M Summer 2009 ads](https://www.trendhunter.com/trends/mens-wearhouse) featuring top Spanish model Jon Kortajarena and another male model at the beach. **Implications** - With society becoming more accepting of non-traditional forms of sexuality, publicized relationships are changing. No longer are heterosexual couples the only individuals used for advertising, so companies should consider how to leverage these developments to sell their products. With the public more open to new forms of sexuality, companies are free to be even more daring and take risks. ## Trend Insights (Trend Hunter) - Score: 5.6/10 - Popularity: 90% | Activity: 71% | Freshness: 8% - Audience gender: 90% men, 10% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Fashion for Men](https://www.trendhunter.com/fashionformen) ## Key Themes ### What's Driving This Trend - **Non-traditional Advertising Relationships:** Companies should consider using non-traditional forms of relationships in their advertising to sell their products. - **Bromance Aesthetic:** An opportunity for brands to capitalize on the 'bromance' aesthetic and feature male friendship in their campaigns. - **Gender-fluid Fashion:** The rise of gender-fluid fashion allows for brands to create and promote clothing that can be worn by anyone, regardless of gender identity. ### Who This Affects Most - **Fashion:** The fashion industry has an opportunity to capitalize on the rise of gender-fluid fashion and the 'bromance' aesthetic. - **Marketing and Advertising:** Marketing and advertising industries should consider leveraging non-traditional relationships in advertising campaigns to appeal to a wider audience. - **Media and Entertainment:** Media and entertainment industries can showcase more diverse forms of relationships in their content, reaching a wider and more socially conscious audience. ## Related on Trend Hunter - [Men's Summer Swimwear Capsules](https://www.trendhunter.com/trends/vilebrequin-x-joel-mesler.md) - [Cheeky Swimmer Spirit Campaigns](https://www.trendhunter.com/trends/tom-daley-and-malibu.md) - [Humorous Menswear Ads](https://www.trendhunter.com/trends/mens-wearhouse.md) - [Redefined Masculinity Branding](https://www.trendhunter.com/trends/tough-guys-soft-sweaters.md) - [Star-Studded Men's Fragrance Campaigns](https://www.trendhunter.com/trends/boss-bottled-beyond.md) - [Beach-Inspired Spring Fashion Capsules](https://www.trendhunter.com/trends/a-kind-of-guise-3.md) - [Local Hotspot Fashion Shoots](https://www.trendhunter.com/trends/heartbeat-campaign.md) - [Summer-Ready Crochet Menswear](https://www.trendhunter.com/trends/crochet-open-knit.md) - [Collaborative Summer Protective Fashion](https://www.trendhunter.com/trends/beams-and-speedo.md)