I'm not sure if I've ever been this excited for an ad campaign for a collection before. Perhaps because it's pretty unusual to promote an ad campaign before it's even been released, but when Sofia Coppola is involved and it's for a highly-anticipated H&M designer collaboration, we want all the details we can get.
So, WWD announced today that H&M's upcoming collaboration with Marni will be promoted with a print ad as well as an advertising film that will run in cinemas, television and online--all of which were directed by Ms. Coppola. She shot the ad in gorgeous Marrakech, Morocco in October.
My obsession with her films, personal style and overall perfection aside, I think Coppola is a perfect match for Consuelo Castiglioni's quirky, cerebral aesthetic--or a "true dream team," as H&M told WWD. Coppola's been a supporter of H&M's past two designer collaborations, having attended launch events for both Lanvin and Versace (confession: I bought the Versace for H&M dress she wore for no real reason other than that she wore it)--but, as far as we know, has never been directly involved until now.
"I enjoyed doing this film for the Marni at H&M collaboration," Coppola told WWD. "I think it’s great how they make fashion accessible and I wanted to show the fantasy fashion can bring. Consuelo seems really sincere and cares about what she does and I appreciated that."
Castiglioni, who hadn't met Coppola prior, said, "I’m a big fan of her movies, in particular of her vision and aesthetic. It was fantastic that she worked on this project; her interpretation is remarkable and full of atmosphere."
Sofia Coppola's advertising experience includes two lovely commercials for Miss Dior Cherie, but this is her first gig with a mass retailer. No word on who will star in this campaign but we think someone like Suzie Bird, who appears in one of those behind-the-scenes look book shots H&M released in November, would be perfect.
We're not sure what else to expect aside from appealing visuals, good music and themes of ennui. This may be a bit premature, but H&M is somehow already doing a really good job of making me want to buy their clothes. See you in line on March 8.