Sofia Coppola to Direct the Marni for H&M Commercial

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Is the world ready for a weepy hipster-hued short film starring some pale faced chick in a Marni dress? Well, like it or not, it's happening.

H&M announced a couple weeks ago that their newest designer collaboration would be with Italian Fashion house Marni, and they are pulling out all the stops by nabbing "Lost in Translation" director Sofia Coppola to direct all the print ads as well as an advertising film that will run on TV, before movies and online.

Coppola shot the ad in Morocco in October and says, "I enjoyed doing this film for the Marni at H&M collaboration," she told WWD, "I think it's great how they make fashion accessible and I wanted to show the fantasy fashion can bring. Consuelo Castiglioni [Marni founder and creative director] seems really sincere and cares about what she does and I appreciated that."

Because this is Sofia Coppola, I'm sure the models in the "film" will have an existential crisis that can only be understood through the unlikely friendship with a strange outsider, while some Arcade Fire song plays in the background.

Marni creative director Consuela adds, "I'm a big fan of her movies, in particular of her vision and aesthetic. It was fantastic that she worked on this project; her interpretation is remarkable and full of atmosphere."

While Coppola puts out an indie film once every few years, she's also collaborated with advertisers, making two commercials for Miss Dior Cherie perfume.

The Marni collection will go on sale on March 8 in 260 stores worldwide and online.
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