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.

Marni for H&M!*** | by CandyHell

After various succesful collaborations, latest being the Versace for H&M collection, H&M now teams up with Marni. The collection, which encompasses womenswear, menswear, jewelry, shoes, bags, and scarves, hits 260 H&M stores worldwide and online on March 8, 2012.

Look forward to tribal prints mixed with colorful Bauhaus graphics: “I wanted to create a true Marni wardrobe by revisiting all our favorite pieces in signature fabrics and prints,” explains Consuelo Castiglioni. “As always, I love juxtaposing prints and colors, mixing modern tribal with Bauhaus graphic adding sporty utilitarian elements.”

According to the collection’s press release: “For women, the colors are vivid and the prints are bold, be they African inspired or simpler color blocks. The silhouettes are all Marni staples, with full pleated skirts, dresses, cropped trousers and jacquard knit, and fabrics range from silk to crisp cotton poplin. For men, the colors and fabrics are softened for a relaxed take on menswear staples that is truly Marni. The use of print is subtle, often as a lining or as a contrast detail for shirts, the silhouette a modern and relaxed take on masculine classics.”

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