Ilebula ye-Swedish i-H&M ikhipha uchungechunge lwezithombe ezintsha ukuphromotha iqoqo labo lasehlobo lango-2013. Ngokugxila eziphakamisweni zomkhiqizo ezicwengisiswe kakhulu nezisemthethweni zesizini entsha, imodeli yaseDutch u-Wouter Peelen ugqoke ngendlela ehlaba umxhwele ngamasudi anezicucu ezimbili anemibala ewubhuqu noma ama-shades aluhlaza okwesibhakabhaka, kuyilapho othayi abayizithombe noma amahembe aphrintiwe aphinde abukeze umqondo wokugqoka okusemthethweni i-spin edlalayo. Uhlezi embhedeni owubukhazikhazi noma ezimele odongeni olunemibala egqamile, u-Wouter ulungele ukushaya idolobha ngekhabethe lakhe elisha elihle, ehlanganisa izitayela zendabuko nenguqulo evamile yesudi yakudala eneziqephu ezimbili.