Respect their Conglomerate.
In keeping with the times H&M is targeting the mature crowd.
Makes sense, the younger crowd makes it a little unbearable to step inside the store-Let alone purchase anything and be forced to be a twin every time you step outside.
H&M always keeps things lively with new promotional images. In their latest attempt to dress up the e-commerce portion of their website for the upcoming season, they have released a campaign featuring Andres Velencoso Segura and Ryan Thomas. The duo represent a more mature audience for H&M, but one that nevertheless still appreciates trends.