By Eromosele Patrick Eidusi
The super model stars in the fast fashion retailer’s new short film.
Back in the ‘90s, Naomi Campbell worked with H & M on a series of commercials and campaigns.
Fast forward over 20 years later, the supermodel is joining forces with the Swedish retailer once again for its Fall 2017 campaign video.
Shot in Tokyo, the short film stars Campbell leading a lip sync karaoke session around the Japanese city.
Offering a look at both Tokyo’s nightlife scene and H & M’s fall collection, the quirky video celebrates the masculine-meets-feminie power dressing as models lip sync along to the 1980s hit, “WHAM!”.
As for Campbell, she was excited to be working with H & M again.
“It’s always an Honour when a brand comes back to you 20 years later,” she says. “I love Tokyo, so any excuse to be there, I’m happy.”
In the video, the supermodel wears a black double-breasted suit from H&M’s fall range, which just so happens to be her favourite piece from the collection. “I love the suit I wore in the campaign. It felt strong and sexy. You can wear it anytime, over and over again. It’s nice for an elegant party – it goes with long hair or short hair… It’s just very chic”.
The intersection of masculinity meets femininity is one of the trends Campbell is looking forward to most this fall. But after nearly three decades of working in the industry, what’s exciting her about fashion now?
Looking beyond fall, Campbell says she thinks big changes are coming to the fashion world, “I think next year there’s going to be a new rage. Right now it feels like there’s a bit of a stillness and everyone’s at the crossroads, but I think that means there’s exciting times to come, and I don’t use that word often.”
And if you’re wondering whether the supermodel had as much fun filming the campaign as the video looks, the answer is yes. “The whole set had really great vibes. The whole time I kept saying to myself, ‘Am I really working?”
H&M’s fall collection hits stores and hm.com on September 21st.
Source: Harper’s BAZAAR US.