Watch: Sofia Coppola's Marni for H&M Commercial
Shot in Marrakech, starring Imogen Poots, Annabelle Dexter-Jones and more.
Academy Award and Golden Globe winner Sofia Coppola has directed the visually insatiable commercial for Marni's H&M collection. Not straying from her quintessential brand of nonchalant decadence (and not forgetting to recruit beautiful people aplenty), her aesthetic rings clear ? all dimly-lit lavish interiors, juxtaposed with dappled natural light, as well as various hot babes looking effortlessly like hot babes. As The Virgin Suicides director explains in the behind-the-scenes video for the Marni commercial, "I've never really done anything around fashion, and when they told me it was Marni it sounded like an interesting project. They really have their own look... they really stand out so I really wanted to do something artful that represented Marni... and because there were so many bold prints in the collection, a setting that would work."
The setting decided upon was a villa in Marrakech, Morocco, that Coppola had visited with friends some years ago. And the babes? They have repertoires spanning acting, modelling and y'know, being straight up obscenely attractive. The result is a buffet of genetically blessed creatures frolicking at an elitist party in a sea of print disaccord and hazy seduction. And as always, there's pristine musical direction, with Coppola looking to Bryan Ferry's 'Avalon' for the soundtrack. Hand-picked by Coppola's screen casting team, Imogen Poots plays the "main girl" with Annabelle Dexter-Jones, Sam Hayes, Antonine Peduzzi, Nicolas Peduzzi, Charlie Klarsfeld and Jonatan Frenck as her party comrades. Check out the commercial below:
And for some behind-the-scenes insights:
The Marni for H&M campaign will be released on February 18 ahead of the collection launch on March 8.
Melissa Kenny
