Film director Sofia Coppola has been revealed as the woman behind the yet-to-be-seen print and television campaign for the Marni for H&M line.
“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.”
It was announced in November that the Italian fashion house would be following in the footsteps of Versace by creating a line for the high street retailer.
Marni’s founder and creative director Consuelo Castiglioni explained in November the line’s references include “modern tribal” and “juxtaposing prints and colors.”
The moviemaker shot the ads in Morocco back in October. The news Coppola shot the ad campaign in Marrakesh — famed for its Moorish architecture and colorful mosaics — seems fitting with what can be expected of the collection.
Coppola has previously shot fashion campaigns including the dreamy Miss Dior Chérie commercial starring Maryna Linchuk.
The ad campaign will run online and in cinemas and television screens worldwide. Marni for H&M will be available in 260 stores and online as of March 8, 2012.