NEW YORK — Helena Christensen has been chosen as the next Hennes & Mauritz poster model for the Swedish retailer’s spring ad campaign, WWD has learned.
The Danish supermodel will appear in a poster and print ad campaign scheduled to launch in early April and run through June. As an added twist, the ads will feature not only Christensen but her boyfriend, actor Norman Reedus.
Reedus, known for off-kilter roles in such indie films as “Gossip” and “Six Ways to Sunday,” is returning to familiar ground with H&M, having been a Prada model in a 1997 print ad campaign. He was also featured in Levi’s TV commercials the same year. Reedus and Christensen are together since 1998, and have since become parents: in October 1999 Christensen gave birth to a boy, Mingus Lucien Reedus.
By combining a supermodel with an independent film actor, the forthcoming campaign essentially fuses two signature H&M ad concepts: the ‘indie star’ campaign, which in the past has included such names as Chloe Sevigny and Tim Roth, and the supermodel campaign, which most recently featured Claudia Schiffer. Other H&M supermodels have included Cindy Crawford, Naomi Campbell and Gisele.

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