Sofia Coppola will direct the advertising film for Marni’s collaboration with H&M.
The ‘Lost in Translation’ director – who has previously worked on the campaign for Miss Dior Cherie perfume – revealed she was thrilled to get involved with the high street retailer and the Italian fashion house because they are making fashion accessible.
She explained to WWD: "I enjoyed doing this film for the Marni at H&M collaboration. I think it’s great how they make fashion accessible and I wanted to show the fantasy fashion can bring. [Marni founder and creative director] Consuelo Castiglioni seems really sincere and cares about what she does and I appreciated that."
Consuela added: "I’m a big fan of her movies, in particular of her vision and aesthetic. It was fantastic that she worked on this project; her interpretation is remarkable and full of atmosphere."
The collection will go on sale on March 8 in 260 stores worldwide and online and H&M have previously revealed they are thrilled with the products.
Margareta van den Bosch, Creative Advisor for H&M said: "We all love the collection here at H&M and we believe that our customers will do the same. Marni has such a modern touch with everything they do, mixing prints and accessories in a playful but chic way. It’s fantastic to see how Consuelo Castiglioni coordinates her designs, matching new combinations of print and colour, with such incredible craftsmanship behind every piece. The collection will arrive in stores at just the perfect time, as a lovely statement for spring."
The Marni collection is the latest designer collaboration for H&M, having previously teamed up with Karl Lagerfeld, Stella McCartney, Comme des Garcons, Jimmy Choo, Lanvin, and most recently Versace.