Sunday, 5 February 2012

Marni for H&M Video

Following a string of designer collaborations, H&M is now to join forces with Marni.

The television campaign has been posted online after much anticipation, after all, it was directed by Sofia Coppola (who also directed Marie Antoinette, Lost in Translation, the Virgin Suicides...), features Imogen Poots (seen in last year's film version of Jane Eyre), and features a host of other young stars of the fashion world.

Imogen Poots in Marni for H&M

Set in a rustic home in Marrakech which Coppola had once used when on holiday with friends, the video follows the dream of the young Imogen, who enters the beautiful house to find an equally beautiful host of guests, one of which catches her eye.  Later, after swimming in the pool, the couple kiss under the moonlight following which Imogen wakes from her dream.  The feel of the short-film is glamourous and yet relaxed, with scenes of leisurely car journeys, lazing by the pool and cuddling up in candle-lit salons.  This reflects the collaboration well; high-glamour (Marni) mixed with functionality (H&M).

A shot of Imogen in the Marrakech house

True to the brand's roots, the collection features vintage tailoring, juxtapositions of textures and colours,  and bold unusual patterns.  The collection has therefore been cleverly released in time for S/S 2012, when prints are very much in, be they African, Aztec or psychedelic, with models seen on the catwalks dressed head-to-toe in clashing prints and accessorised with chunky tribal jewellery.

A shot of the poolside from the film

The collection will become available in stores worldwide from the 8th March (so get in quick if the sales of the H&M-Versace collection were anything to go by).

Watch the video here:

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