Since its release on Facebook the Sofia Coppola-directed ad promoting Marni for H&M has caused a huge buzz among fans, with some even hailing the line as greater than the recent Versace collaboration.
Swedish high street retailer H&M posted the hotly anticipated commercial to its page on the social-networking site February 8, and within a few hours it had already attracted over 1000 “likes” and an array of gushing comments.
The ad, which can be seen at below, stars British actress Imogen Poots and was shot in Morocco — with Bryan Ferry’s “Avalon” as the soundtrack.
The retailer also provided behind-the-scenes footage from the making of the commercial, with moviemaker Coppola explaining her own fondness for the collection and the reasoning behind the Marrakesh backdrop.
“The prints are unusual — it doesn’t look like anything else — so I wanted to do something artful that represented Marni, and because there are so many bold prints we needed a setting that worked,” said Coppola.
Designed by Marni’s founder and creative director Consuelo Castiglioni, Marni for H&M will be available in 260 stores worldwide and online as of March 8, 2012. Although images of the complete line have not yet been released, an editorial from Vogue Russia picked up by Fashionista last week offered a futher insight into what can be expected — with a PVC top and hot pink shorts among the standout items.