A glimpse of the new video Sofia Coppola directed to promote the Marni for H&M collection.
Following a blow-out, blockbuster collection with Versace, H&M has pulled off a rather neat trick for their next collaboration in highlighting Marni, a label with less broad-reaching appeal than Versace, but which instead boasts a passionate fan base that includes, well, the vast majority of the fashion community.
For the collaboration's campaign, H&M dialed the cool factor up to 11 in tapping the ultimate thinking woman's fashion crush: Sofia Coppola. In a behind-the-scenes video released by H&M, Coppola claims that, besides helping to create one of Louis Vuitton's most coveted It-bags, she's "never really done anything about fashion." That said, the project nevertheless intrigued her. "I know about Marni and I always thought they made interesting fashion," she says in the video. "The prints were always unusual, and they really have their own look. It doesn't look like anything else."
Coppola chose to shoot the Marni for H&M video at a house in Marrakesh that she'd remembered once visiting, and which she thought would provide a lush backdrop for the collection's bold, original prints. The video overall has a dreamy, romantic quality, following a girl -- actress Imogen Poots, whom Coppola says reminded her of Marisa Berenson -- through a romantic almost-encounter in a languid setting. (Best of all, the whole commercial is set to Bryan Ferry's "Avalon.")
Once thing we'll say about the ad: If we weren't already eager to snap up the goods when they hit stores in March, we're even more interested to be a part of the world Coppola's conjured through the clothes.