# Bohemian Rooftop Ads Sofia Coppola Shoots the Marni for H&M Spring 2012 Campaign By Meghan Young | Published 2012-02-22 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/marni-for-h-m-spring-2012 References: [fashiongonerogue](http://fashiongonerogue.com/liu-wen-imogen-poots-marni-hm-spring-2012-campaign-sofia-coppola/) & [hm](http://www.hm.com/) Lovely and laid-back, the Marni for H&M Spring 2012 campaign has a bohemian vibe, even though the fashion itself is a little more structured and sophisticated than this lifestyle calls for. By adding a touch of free-spirited romanticism to the latest [collaborative effort by H&M](https://www.trendhunter.com/trends/heart-to-heart), the fashion line is shown to be very versatile. The Marni for H&M Spring 2012 ad campaign was shot by film director Sofia Coppola, who also happened to direct the [commercial](http://www.trendhunter.com/trends/marni-for-hm) for this line. She brings the stunning patterns to light in the sun-drenched images. Starring models Liu Wen and Imogen Poots alongside one male model, the campaign has an overall cool and calm aesthetic. Everyone will be drooling over the print-heavy fashion and chunky jewelry. ## Trend Insights (Trend Hunter) - Score: 4.5/10 - Popularity: 70% | Activity: 57% | Freshness: 8% - Audience gender: 30% men, 70% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Hip Fashion](https://www.trendhunter.com/hipfashion) ## Key Themes ### Key Themes Behind This Trend - **Bohemian Fashion:** Opportunity for fashion brands to incorporate bohemian elements into their collections and create versatile styles. - **Collaborative Campaigns:** Chance for brands to partner with other creative industries, like film, to create visually captivating advertising campaigns. - **Romantic Prints and Chunky Jewelry:** Demand for fashion featuring bold prints and statement jewelry, creating opportunities for designers and retailers. ### Where This Applies - **Fashion:** Fashion brands can explore bohemian-inspired collections and leverage collaborative campaigns to engage customers. - **Film:** Opportunity for film directors to collaborate with fashion brands and showcase their visual storytelling skills in advertising campaigns. - **Jewelry:** Jewelry designers and retailers can tap into the demand for chunky statement jewelry and unique prints to cater to fashion-conscious consumers. ## Related on Trend Hunter - [Feminine Spring Apparel Collabs](https://www.trendhunter.com/trends/femininity-in-bloom.md) - [Cinematic Fashion Campaigns](https://www.trendhunter.com/trends/alessandro-micheles.md) - [Stylish Fashion Campaigns](https://www.trendhunter.com/trends/stylish-fashion-campaigns-marc-jacobs-unveils-its-spring-2025-marcworld-cam.md) - [Local Hotspot Fashion Shoots](https://www.trendhunter.com/trends/heartbeat-campaign.md) - [Exploratory Rose-Centered Fashion Campaigns](https://www.trendhunter.com/trends/eva-green.md) - [Empowering Fashion Campaigns](https://www.trendhunter.com/trends/on-your-own-time.md) - [Iconic Stylish Bag Campaigns](https://www.trendhunter.com/trends/fendis-summer-2025-campaign.md) - [Contemporary Femininity Fashion Campaigns](https://www.trendhunter.com/trends/contemporary-femininity.md) - [Actress-Starring Clog Campaigns](https://www.trendhunter.com/trends/mcm-x-crocs-campaign.md)