“Retail legends” is not a word that gets thrown around easily, but it’s definitely well-earned if you’re talking about H&M. The Swedish company known for revolutionising “fast-fashion” has been going strong for the last 71 years, operating in more than 4,500 locations over 62 different countries. And while Malta is sadly not one of those locations, our island’s capital has been featured in the giants’ latest campaign.
H&M’s newest campaign, All Dressed Up, features some 41 items from the brand’s summer occassionwear for women, with anything from long dresses to sandals to really help their (millions of) clients look their best this season. And shining bright in the background of each and every photo, is good old Valletta.
The series of nine photos really help capture the essence of summer in Malta’s capital, from rooftop chilling with the glorious (and iconic) Carmelite Church in the background, to the beautiful downhill streets near the Fort St Elmo area.
The photoshoot was organised by UK-based Lalaland Production, an independent company with campaigns for anyone from Givenchy and Bvlgari to Vogue and Elle under their belts. The local production company that took care of the photoshoot was Rock Film Photo Production Services Malta, who have an extensive portfolio to their name.
This is actually not the first time that Lalaland and H&M teamed up together, but we’ll gladly have the pair return if it means more features for Malta.
Now that H&M has Maltese views prominently featuring on its website, though, one issue remains; when is the second largest clothing brand on the planet coming to our tiny island?