A few weeks ago, H&M announced that Italian fashion house Marni will design a special collection for H&M. To launch the campaign with a big bang, H&M managed to snare the New York film director, Sophia Coppola.
Sofia Coppola, who is known for films like Marie Antoinette and Lost in Translation, shot the Marni campaign together with Marni’s founder Consuelo Castiglioni, last October in the Arabian Marrakech in Morocco. “I love how Marni makes fashion so approachable. Consuelo seems sincere to me, and thinks about the things she does, I really appreciate that, Sofia Coppola said about the partnering with Marni. Consuelo Castiglioni was thrilled that Coppola wanted to work on Marni’s campaign video for H&M: “I’m a big fan of her and her movies, especially her vision and esthetics.”
Besides the Marni for H&M advertising film, Sofia Coppola will also be the director and creator of the print campaign that will be a representation of the film itself. When both campaigns will be released is not clear yet, but the Marni collection for H&M will go on sale on March 8 in over 260 H&M stores, worldwide.

Sofia Coppola & Consuelo Castiglioni in Marrakech
Photo: WWD.com