PARIS — Sofia Coppola is going mass market: Hennes & Mauritz SA has tapped the award-winning director and style muse to direct the advertising film and campaign for its upcoming collection with Marni.
Coppola shot the ad, which will run in cinemas and on television worldwide, as well as online, in Marrakech last October. She is also the director and creator of a print campaign capturing the essence of the film.
This story first appeared in the December 15, 2011 issue of WWD. Subscribe Today.
The collection of women’s and men’s clothing and accessories, designed by Marni founder and creative director Consuelo Castiglioni, is to go on sale March 8 in about 260 H&M stores worldwide and online.
The retailer trumpeted the Marni and Coppola collaboration as a “true dream team.”
The “Lost in Translation” director has previously shot advertising campaigns for Miss Dior Chérie perfume and was the face of Marc Jacobs perfume. She has also collaborated on clothing lines with brands including Louis Vuitton and Lutz & Patmos, having co-founded her own ready-to-wear brand, Milk Fed, in the Nineties.
“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,” Coppola said. “Consuelo seems really sincere and cares about what she does and I appreciated that.”
Castiglioni said it was a pleasure to meet Coppola. “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,” she said.
The Marni collaboration marks H&M’s second high-profile partnership with an Italian designer brand in less than a year, following the recent launch of Versace for H&M.
The Swedish high-street chain routinely unleashes pandemonium among shoppers with its designer collaborations, which have included collections designed by Karl Lagerfeld, Stella McCartney, Viktor & Rolf, Roberto Cavalli, Comme des Garçons, Matthew Williamson, Jimmy Choo, Sonia Rykiel and Lanvin.