# Romantic Ivory Fashion Ads The H&M Summer 2014 Campaign Stars Model Mirte Maas By Meghan Young | Published 2014-04-30 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/hm-summer-2014 References: [fashiongonerogue](http://www.fashiongonerogue.com/mirte-maas-hm-summer-2014-collection/) & [hm](http://www.hm.com) The H&M Summer 2014 ad campaign takes on [femininity and romance](https://www.trendhunter.com/trends/contemporary-femininity) in the form of lace, sheer fabrics and [flowing dresses](https://www.trendhunter.com/trends/alessandra-rich). What makes the most recent collection even more feminine and romantic is the strict adherence to an ivory and eggshell palette. Since there are a few months before labor day, women should embrace the shades of white while they can. Starring model Mirte Maas, the H&M Summer 2014 ad campaign was shot in studio against a matching white backdrop. Interestingly, the crisp looks are tempered by the relatively messy background. Yet this simply gives the outfits more of a relaxed, bohemian vibe about them. Perfect for the hot season, the elegant ensembles have been accessorized with a wide visor, simple sandals and tasseled earrings. Vacation has never been more inviting. ## Trend Insights (Trend Hunter) - Score: 5.6/10 - Popularity: 87% | Activity: 74% | 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 ### Why This Trend Is Growing - **Romantic Ivory Fashion:** Opportunity for fashion companies to create collections based on romantic and feminine ivory fashion. - **Bohemian Vibe:** Opportunity to create casual yet chic outfits with a bohemian vibe for the summer season. - **Lace and Sheer Fabrics:** Opportunity for fashion designers to incorporate lace and sheer fabrics in their collections for a more romantic and feminine look. ### Industries Being Reshaped - **Fashion:** Fashion brands can take advantage of the romantic ivory fashion trend to attract customers to their collections. - **Accessories:** Opportunities for accessory designers to create tasseled earrings and wide visors to complement the romantic ivory fashion trend. - **Photography:** Opportunities for photographers to experiment with shooting fashion campaigns against messy backgrounds for a more relaxed and bohemian ambiance. ## Related on Trend Hunter - [Feminine Spring Apparel Collabs](https://www.trendhunter.com/trends/femininity-in-bloom.md) - [All-White Tonal Holiday Apparel](https://www.trendhunter.com/trends/ibiza-whites.md) - [Dreamy Apparel Collections](https://www.trendhunter.com/trends/frankies-bikinis-keepsakes-collection.md) - [Timelessly Charming Fashion Collections](https://www.trendhunter.com/trends/mi-amor-collection.md) - [Local Hotspot Fashion Shoots](https://www.trendhunter.com/trends/heartbeat-campaign.md) - [Modern Minimalist Apparel Collections](https://www.trendhunter.com/trends/auteur-studios-latest-summer-edit.md) - [Iconic Stylish Bag Campaigns](https://www.trendhunter.com/trends/fendis-summer-2025-campaign.md) - [Authentic Fashion House Campaigns](https://www.trendhunter.com/trends/springsummer-2024.md) - [Contemporary Femininity Fashion Campaigns](https://www.trendhunter.com/trends/contemporary-femininity.md)