“The holidays encourage us to share what we have. It also reminds us of how lucky many of us are, and we become more charitable.”
“The holidays scream giving back as much as I can. You do good, you feel good.”
These are the words of Jay Jay Bol and Tianna St. Louis, two of the models in this year’s H&M holiday campaign. While everyone celebrates the holidays differently, the importance of shar- ing is universal — and this year’s campaign aims to spotlight how sharing can bring us all clos- er together.
For both Jay Jay and Tianna, sharing is innately connected to the holiday season.
“Giving back to the community brings a sense of cheer and kindness,” says Tianna. “Helping those who aren’t as fortunate can lift spirits.”
“It can be in different ways, helping out at the local soup kitchen or making a donation. It is su- per important,” adds Jay Jay.
The campaign also highlights how we can share and find inspiration in the people and places around us. Both Jay Jay and Tianna say this is second nature to them. Jay Jay, who grew up with seven siblings, says sharing was something that was ingrained in her from an early age.
“We used to get shared gifts and our mother used to dress us up in matching outfits, so it was part of the whole experience for me growing up,” she explains. “I remember one year an auntie gave us a pile of makeup and we played with it for hours, my sisters and I. We still do our make- up collectively if we are together and are going out somewhere.”
Tianna grew up sharing fashion inspiration with her mother. “My mom runs her own inde- pendent modelling and fashion agency, so we discuss a lot together what would work for the next issue. We have different senses of style so that helps lend different perspectives — I have more of a street and preppy style, she has more of a modern and conservative one.”