Sofia Coppola filmed her Marni for H&M advert in Morocco because the country's colours match the brand's bold prints. The director made her first ever fashion advert in the country and even chose the location herself to reflect the "unusual" nature of the prints she was promoting.
Sofia told vogue.co.uk: "I was happy to first talk to H&M about this project because I've never really done anything around fashion - and when they told me it was Marni, it sounded like an interesting project.
"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. "I thought of this house in Marrakesh that I'd been to years ago with friends."
In the advert a girl, played by British actress Imogen Poots is pictured in the bleached Moroccan landscape amidst palm trees, rustic colours, swimming pools and parties. She catches the attention of one man and they get together, but it is revealed as a dream.
Sofia said she chose Imogen because she is a very expressive young actress. She added: "I think she's great. She can convey so much without speaking." The advert is soundtracked by 'Avalon' by Roxy Music.
@malextra.com
