DUBAI: Swedish fashion giant H&M has once again tapped French Algerian model Loli Bahia for a campaign.
The model took to social media to share shots from her Spring/Summer 2026 campaign with the brand, showing off a series of daytime and evening looks in a carousel of photos.
It is not the first time Bahia has worked with the brand; she starred in H&M’s Autumn/Winter 2024 campaign, which featured a video and photographs shared across social media and on in-store posters.
The model has worked extensively with the brand, as well as other major high-end fashion houses, including Chanel, Givenchy, Lanvin and Valentino. She has also collaborated regularly with Saint Laurent, appearing in a Valentine’s Day campaign released in February by YSL Beauty.
Alongside her campaign work, Bahia has maintained a strong presence on the runway. Signed to Women Management Paris, she made her runway debut in 2020 at Louis Vuitton’s Fall/Winter 2021 show.
The model took to social media to share shots from her Spring/Summer 2026 campaign with the brand, showing off a series of daytime and evening looks in a carousel of photos. (Instagram)
She later appeared in the house’s advertising campaign for the same season. Her profile rose during the Spring/Summer 2022 fashion season, when she walked in 65 shows.
Over the weekend, H&M also released its latest H&M MOVE collection across Gulf stores. The new running collection for men and women is designed to support marathon runners as they prepare for race season, with lightweight materials, DryMove™ fabric and reflective prints featured across the line.
H&M has a track record of working with regional names, including Palestinian Chilean singer Elyanna, who starred in a campaign promoting the brand’s winter collection, which was released in the Middle East on Nov. 6.
In the campaign images, Elyanna showed off a variety of monochromatic looks, including a cream blouse and a black coordinating set with beaded detailing.
The singer’s music is a mix of Arab and Western beats, which she attributes to her multicultural upbringing. In 2023, she became the first Palestinian artist to perform at Coachella, the popular music festival held annually in Indio, California. She also set a precedent as the first Arabic-language artist to perform at the event.
Elyanna has a strong relationship with British rock giants Coldplay, having collaborated with the band on the song “We Pray” and joining them on stage in multiple cities, including Los Angeles, Buenos Aires, Tokyo, Barcelona and Paris. -
