Marni for H&M S/S 2012 : Annabelle Jones, Imogen Poots, Liu Wen by Sofia Coppola

[tarsha]

ebok3000

 

[MulletProof]

Great way to advertise Marni. Very different from most campaigns for previous collaborations and I love that they went for a more 'lifestyle' sort of feel instead of the white background and model wearing funky looks combo, which is what I was really expecting.

 

[Prairie]

Nice ad, I like it.
But who is that girl? She looks so familiar...

 

[MON]

Wow I like! Indeed, it's nothing like those eclectic H&M collaboration campaigns! This is laid back beautiful

 

[ADLET]

facebook.com/pages/F-A-S-H-I-O-N/

 

[visualoptimism]

it looks like imogen poots

 

[abadonna]

yes, it looks like her

 

[liberty33r1b]

looks like a vogue editorial, very stylish

 

[ForChicSake]

this is fantastic

 

[honeycombchild]

Imogen Poots! nice!

 

[SabrinaNicole]

Memorable.

 

[TheeMigs]

There's something romantic about it that really attracts me to this ad...hoping for a menswear ad...

 

[mackos]

Beautiful shot, I love it.

 

[ParisFashionMuse]

i love this love that it's not the traditional HM advertisment

 

[honeycombchild]

My Snap

 

[visualoptimism]

oo that one is nice too, thanks for posting.

 

[Street_a_Licious]

i can see that dress becoming a huge hit...

 

[honeycombchild]

Menswear..


My Scan

 

[visualoptimism]

That is stunning, loving this campain! Thanks for scanning!

 

[Faith Akiyama]

Also with Annabelle Dexter-Jones, Liu Wen, etc.

One of the reasons we’ve been so excited about this Marni for H&M collection, besides the fact that it’s Marni and we love Marni’s prints and quirky intellectual aesthetic, is that Sofia Coppola was involved and, well, we’ve always sort of had a girl crush on her. She was tapped to direct the commercial for H&M’s latest collab, out March 8, and we’ve got a first look at a behind-the-scenes reel from the shoot, plus the final product.



In the behind-the-scenes footage, Coppola says she took the assignment because she’s “never really done anything around fashion, and when they told me it was Marni it sounded like an interesting project.” Coppola, as a director, may have never “really done anything around fashion,” but she is, of course, a fashion fixture, style icon to many, and one of Marc Jacobs’ besties. But it turns out she’s a Marni girl, too. “I always thought [Marni] made interesting fashion and that the prints were always unusual and they really have their own look–it doesn’t look like anything else.”


Coppola shot the commercial at a villa in Marrakech that she’d been to with friends years ago. She wanted to find an actress to be the “main girl” and asked the casting people she uses for her films to pick one: enter Imogen Poots. Poots is the star of the commercial, but by no means the only familiar face. The commercial is a quintessential Coppola-party: beautiful rich-looking kids (Annabelle Dexter Jones), models (Liu Wen) and assorted hot boys (actors and models Sam Hayes, Antonine Peduzzi, Nicolas Peduzzi, Charlie Klarsfeld, and Jonatan Frenck) swan about looking effortlessly cool at a party that goes from day to night. And as always with Coppola, the music choice is spot on. Bryan Ferry’s “Avalon” provides the soundtrack, cementing the sort of hazy, effortless, cool-girl vibe of this collection.


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