Fast fashion retailer H&M partnered with acclaimed director Baz Luhrmann in a short film titled 'The Secret Life of Flowers,' which announces a collaboration between the brand and London-based label Erdem.
Luhrman, who directed Moulin Rouge, Romeo + Juliet and the Great Gatsby, is quoted saying "for me, fashion is always about more than just clothing, it is a form of expression — a stand-alone art form." This statement is embodied throughout the dreamy cinematic short, which walks the viewer through a magical flower-filled country mansion, where "it's always spring." The film's characters are seen wearing long floral gowns and boldly printed jackets as they run through an English field and weave through an enchanting private home.
The short film artfully reinterprets the design themes within the clothing collaboration to tease consumers of the upcoming collection.
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