Sofia Coppola Directs Marni x H&M Campaign
American film director Sofia Coppola has teamed up with Consuelo Castiglioni, creative director and designer for Marni, to direct and shoot the advertising campaign for the Italian fashion label’s upcoming collaboration with Swedish high-street giant H&M (Hennes & Mauritz).
The Lost in Translation director has taken creative charge of both the film and print photography for the campaign – both of which were shot in October 2011 in Marrakech, Morocco. Coppola is no stranger to fashion projects, having previously shot advertising campaigns for the fragrance Miss Dior Cherie, as well as collaborating on clothing collections for the likes of Louis Vuitton and Lutz & Patmos.
The Marni for H&M promotional film will be seen in cinemas and on television screens worldwide, with the collection going on sale in around 260 international H&M stores on March 8 2012. The collaboration is H&M’s second designer partnership in six months, with the final Versace for H&M collection landing in H&M stores on January 18 2012.