It’s nothing new to read that the H&M guest-designer collaborations keep getting better and better. A prime factor in their popularity is that it makes expensive designers affordable. From Jimmy Choo to Versace to the most recent being Marni in March 2012, the hype to each grows with announcement. For what was a highly anticipated Marni launch Sofia Coppola, who is known for directing Lost in Translation and The Virgin Suicides, directed the video and print campaign starring beauty Imogen Poots, and boy what a magical collaboration that was. The visuals of Marrakesh merged with the Bryan Ferry Avalon soundtrack whisk you away to this über cool dreamy world of effortless style and exotic beauty. You wish you were there. Coppola visually realised what Poots described as capturing “boredom in modern-day society” so perfectly, and Poots’ character portrayal shared a likeness to Scarlett Johansson’s lonely character in Lost in Translation. Coppola seems to add edginess to everything she touches. Let’s just say that I’m eagerly anticipating Bling Ring’s release in 2013.
Click to view the H&M Marni Advert