Initiated a few years ago, H & M continues its collaborations with major luxury brands around capsule collections. One way to advertise inexpensively to the general public for fashion designers. Stella McCartney, Versace, Lanvin, Karl Lagerfeld, Viktor & Rolf, … have already succumbed to temptation.
For spring 2012, the Swedish brand is partnering with the Italian fashion house Marni. A collection designed under the leadership of artistic director Consuelo Castiglioni and the brand that highlights the classic of Marni: bright colors, graphic prints, pleated skirts with African prints, colorful silk pants … These classics of the house are available in male and female clothing, accessories, jewelry, shoes, scarves and bags.
For communication, the staging was entrusted to director Sofia Coppola. The film shot in Marrakech staged Imogen Poots & Sam Hayes, on the music of Brian Ferry Avalon. Here the film and the secrets of collaboration H & M / Marni.