British artist and filmmaker Sam Taylor-Johnson’s video of the collection offers a first chance to view the clothing in motion—in the streets of Paris no less—for those who weren’t lucky enough to see it in person on Sarah Jessica Parker and Kanye West at last month’s launch party.
The Margiela x H&M video.
Taylor-Johnson frequently explores movement in her creations, a theme she extended to her Margiela x H&M video. Almost every act of motion is emphasized in the film—the strong footsteps of model Jamie Bochert, another model’s blond hair wafting in the wind as she leans against a lamppost, or the male “lead”—a dancer from the Frankfurt Ballet—performing in the middle of the street (while clad in a stellar camel coat from the collection, of course). “I was entranced by [the dance],” Taylor-Johnson says. Also explaining that that while she wanted to capture the “essence of stillness”—which is evident at the film’s start—she also tried to convey “an ethereal moment, as simple as Jamie Bochert crossing the street.”
Taylor-Johnson is also no stranger to high-fashion films—collaborations under her belt include a film for Bottega Veneta and most recently, Brad Pitt’s Chanel No. 5 ad. But working on a collaboration between one of the fashion world’s more esoteric brands and a mass retailer was new ground for her. “I was intrigued by the idea of working alongside Margiela and being able to play with that, but also making something able to reach huge audiences,” she says.
Margiela fanatics will have to watch the video on repeat (and stalk the collection lookbook) before the line drops at H&M stores worldwide on November 15th.