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.