Sofia Coppola directs campaign for Marni’s H&M collection

Sofia Coppola directs campaign for Marni’s H&M collection

Image courtesy of WWD

She’s an Oscar winning film writer. And one of Marc Jacobs’s muses. So it’s perhaps an understatement to say I’m pretty excited about seeing Sofia Coppola’s campaign video for Marni’s new collection for H&M. The high street retailer announced today that they’ve signed up Sofia to film the advertisment, which will run online and on TV, early next year.
“I enjoyed doing this film for the Marni at H&M collaboration. I think it’s great how they make fashion accessible and I wanted to show the fantasy fashion can bring,’ Sofia said of the shoot in Marrakech. ‘Consuela Castiglioni [the Marni Creative Director] seems really sincere and cares about what she does and I appreciate that.”

The campaign – which was shot in Morrocco – will no doubt showcase some of the best bits from the Marni for H&M line. The collection, which includes womenswear, menswear and accessories will hit 260 stores nationwide and online on 8 March 2012.

Thanks to the video teaser H&M released two weeks ago I know the collection will stay faithful to Marni’s classic traits – intense prints, a clever colour combination (how much do you love the way that sharp neon green and slubby brown go together), and wickedly bold jewellery.I’ve already got my eye on some silver court shoes and the plastic flower necklace and… oh, you get the picture.  

“Collaborating with H&M has been an exciting challenge,’ said Consuelo Castiglioni, Marni’s Creative Director at the time. ‘I’m very proud of the result. Everything has the same level of  quality craft and attention to detail Marni is known for.’ And she approves of the Sofia connection, too. ‘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.”

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