The “Summer In H&M” ad is set to a cover version of a classic 1980s Depeche Mode song; here is the song and who sang the new version.
Here is the cover of the classic song featured in the “Summer in H&M summer clothesH&M was founded in 1947 by Erling Persson in Sweden, with the very first store named Hennes, meaning “his own”. In 1968, the brand was renamed Hennes & Mauritz after acquiring retailer Mauritz Wildforss. Over the years the brand has officially become known simply as H&M and has expanded from womenswear to menswear and childrenswear too. It is now one of the largest fashion retailers in the world.
It therefore stands to reason that H&M has attracted many singers who are both designers and models. Lana Del Rey, for example, became the face of the brand’s fall campaign in 2012, where she paid tribute to director David Lynch – whom she cited as a major influence on her work – by singing a cover of “Blue Velvet” and modeling in H&M clothes. Other famous models on the channel include singer/actress Kylie Minogue, Madonna and Beyoncé.
Beyoncé used her song “Standing on the Sun” for her campaign, and being one of the biggest brands in the world gives H&M big pockets when it comes to paying to use hit songs. Their “Summer In H&M Swimwear” ad features plus-size model Paloma Elsesser, who dives off a cliff and peacefully swims in the ocean. Already in the water are models of different body types such as Yumi Nu and Bintou Sillah, and since they appreciate silence, it only makes sense that the commercial is set to a cover of Depeche Mode’s “Enjoy The Silence.” (including “Policy Of Truth” featured in Death on the Nile trailer.)
“Enjoy The Silence” is one of Depeche Mode’s most famous songs.
Watch the video here
The cover of “Enjoy The Silence” from “Summer In H&M Swimwear” is sung by Fousheé. The original song is one of Depeche Mode’s most famous, becoming a hit in the US and UK in 1990. The song is from their album. Violator and has since been covered by artists such as Tori Amos and metal band Lacuna Coil. Fousheé is an artist who went viral when a snippet of one of her songs was used on the track “Deep End (Freestyle) by Sleepy Hallow”.
His voice is perfectly suited to the soft atmosphere of the “Summer in H&M swimwear commercial” as Paloma Elsesser and her fellow models relax to the sound of music. The ad is far from the first time Depeche Mode’s music has appeared in other media, along with some of their other hits like “Personal Jesus” appearing in Fear the living dead or Netflix The Last Days of American Crime. “I Just Can’t Get Enough” also featured on the likes of Derry Girls and Riverdale.
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