“They really have their own look, it doesn’t look like anything else,” Sofia Coppola says of Marni in the behind-the-scenes look at the brand’s H&M campaign. Coppola may as well be talking about herself, since anyone who’s seen Lost in Translation, Virgin Suicides or Somewhere could probably make an educated guess as to who directed the commercial below the jump.
Coppola gathered a lucky group of attractive kids to splash around a house in Marrakech in honor of Marni’s collaboration with H&M (which they’re marketing as Marni at H&M instead of ‘for’). The director called the same casting team she uses for her movies, securing Imogen Poots—whom Coppola compares to Marisa Berenson—as the star with a supporting cast that includes Annabelle Dexter Jones (half sister to the Ronsons, girlfriend to André Saraiva), Liu Wen and Italian brothers Antonine and Nicolas Peduzzi. Like a mini-movie, there’s a party, a swim, and a bit of romance.
Though Coppola’s not quite right when she says, “I’ve never really done anything around fashion”—her design for Louis Vuitton hangs from the most famous shoulders—what she’s done for H&M does mark a new sort of advertising for the high street. The video’s more in line with promos filmed by Karl Lagerfeld at Chanel or the Journey clips from Vuitton. Like always, the viewer wants to be a part of Coppola’s world. This time, however, you can buy a bit of it in real life.
Marni at H&M hits select stores on March 5th.