Sofia Coppola was tapped to direct the commercial for H&M’s latest collab, out March 8, with Marni and we have the behind the scenes and final product.
In the behind-the-scenes footage, Coppola says she took the assignment because she’s “never really done anything around fashion, and when they told me it was Marni it sounded like an interesting project.” Coppola is a Marni girl! “I always thought [Marni] made interesting fashion and that the prints were always unusual and they really have their own look–it doesn’t look like anything else.”
Coppola shot the commercial at a villa in Marrakech that she’d been to with friends years ago. She wanted to find an actress to be the “main girl” and asked the casting people she uses for her films to pick one…turns out it is Imogen Poots. Poots is the star of the commercial, but not the only familiar face. The commercial is a quintessential Coppola-party: beautiful rich-looking kids (Annabelle Dexter Jones), models (Liu Wen) and actors and models Sam Hayes, Antonine Peduzzi, Nicolas Peduzzi, Charlie Klarsfeld, and Jonatan Frenck)