Marni for H&M directed by Sofia Copolla

Ever since the collaboration between Marni and H&M has been announced back in November, fans have been waiting desperately to see the first hints.And finally the time came!
Under the guidelines of famous director and fashion lover Sofia Copolla, Imogen Poots introduces us to the casual “escaping” atmosphere of Copolla. Shooted in Marrakesh, the short film reveals the atmospheric and sophisticated attitude of Marni and makes the anticpated collection even more promising.

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.”

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.