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Sofia Coppola Directs the H&M x Marni Ad Campaign, Probably Still Won't Wear H&M

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Photo Credit: Getty Images

When you think H&M, Sofia Coppola does not automatically come to mind. The 40-year-old director and sometimes-fashion-designer is more associated with brands like Louis Vuitton, with whom she collaborated on a clothing line, and Dior, for whom she shot a Miss Dior Cherie perfume campaign.

In terms of personal style, as well, Coppola is less "high-low" and more "high-high," favoring designers like Chanel and Marc Jacobs for her personal wardrobe.

Yet H&M tapped Coppola to direct the ad campaign for the brand's collaboration with Marni, and Coppola seems to be getting into to the high-street mood: “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,” she said.

There are no teasers available as yet, but the campaign, which will include a video and print ads, will most likely roll out in February, preceding the collection's March 8 in-store date.

H&M Announced Its Next Designer Collaboration: It's Marni [Racked]
Sofia Coppola Directs Marni for H&M Campaign [WWD]
H&M [official site]