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SOFIA COPPOLA’S MARNI FOR H&M CAMPAIGN

The Marni for H&M campaign going to be something special.The collection, which encompasses womenswear, menswear, jewelry, shoes, bags, and scarves, hits 260 H&M stores worldwide and online on March 8, 2012
Starring British actress Imogen Poots, the ads were shot in Marrakech and have a glamorous, bohemian feel to them.


'I wanted to create a true Marni wardrobe by revisiting all our favorite pieces in signature fabrics and prints.
'As always, I love juxtaposing prints and colors, mixing modern tribal with Bauhaus graphic adding sporty utilitarian elements,' she explained.

A description of the upcoming collection on the H&M website indicates that wallfowers should steer well clear though.
It read: 'The colors are vivid and the prints are bold, be they African inspired or simpler color blocks.
'The silhouettes are all Marni staples, with full pleated skirts, dresses, cropped trousers and jacquard knit, and fabrics range from silk to crisp cotton poplin.'(for Fashionologie)

The menswear line is more deliberately subdued.
'For men, the colors and fabrics are softened for a relaxed take on menswear staples that is truly Marni,' the site continued.
'The use of print is subtle, often as a lining or as a contrast detail for shirts, the silhouette a modern and relaxed take on masculine classics.'
Marni joins an elite group of designers to have joined forces with the Swedish retail giant. Past collaborators have included Karl Lagerfeld, Stella McCartney, Lanvin and most recently, Versace.


The actress landed her first major modeling job last year when she was announced as the new face of the Chloé perfume franchise along with French model and actress Camille Rowe Pourcheresse. See them in a behind-the-scenes video here:


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. Sofia Coppola's ad campaign will run online and in cinemas and television screens worldwide.

Latest news :
Marni at H&M Directed by Sofia Coppola (Original Version)

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