Hennes & Mauritz is taking it to the beach for a spring fling with its customers.

Ipanema — as in the girl from, in Rio de Janeiro — is the inspiration for a marketing salvo slated to launch May 14. Photographed on Ipanema Beach by Enrique Badulescu, the campaign will extend to all 18 countries in which the 900-unit retailer has a presence.

In the U.S., the campaign will roll out in H&M’s 68 locations. Ads will break in the May and June/July issues of various fashion, lifestyle and city magazines — including the May issues of Time Out New York, Boston Phoenix, Chicago Magazine and Chicago Social. It also will be used on billboards in the New York and Chicago metropolitan areas.

Shopping bags showcasing portraits from the campaign, giveaways like key chains and a promotional presence at hm.com will fill out the effort.

In addition, for the first time, H&M will offer shoppers at three of its Manhattan locations and one Chicago unit 5,000 copies of an in-store magazine. Entitled 100% Brazil, the free 32-page glossy will publish images from the 2004 swimwear and summer collections.

“We wanted to feature more product [than in individual ads],” said Janke Nystrom, U.S. marketing director, of the thinking behind publishing the magazine. “And we wanted to use a lot of high-fashion models.”

The swimwear salvo was described by Nystrom as one of H&M’s biggest marketing pushes of the year.

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