Over the years, H&M has released a few stellar commercials, but this one is probably their best. You might see the short version online or on television, but the short film deserves a watch in its entirety.
“The Secret Life Of Flowers” is the official campaign film for the Swedish retailer’s collaboration with women’s ready-to-wear fashion label ERDEM. Directed by Moulin Rouge and William Shakespeare’s Romeo + Juliet maestro Baz Luhrmann, the visual is set in a mysterious country mansion where it is “always spring” and flowers bloom nonstop.
“I wanted the film to be like a whole movie. It’s a very modern love story, set in a country house that is full of its own secrets and it’s like a metaphor for our times – it’s harsh out there in the world, but in here, the things that really matter keep growing in an eternal spring,” says Baz Luhrmann.
The theme reflects ERDEM’s celebrated floral prints perfectly. When Hero Fiennes Tiffin comes to stay at his friend’s Reddham Gardens, he finds himself in a love triangle with his friend Tom Rhys Harries and his friend’s sister Ruby Dagnall.
Acclaimed actress Harriet Walter also appears in the film as do supermodels Saskia de Brauw, Imaan Hammam, Grace Hartzel, Fernando Cabral, Neels Visser and Tony Ward. Check out the lavish piece below which features a new track titled “Hypnotised” from Years & Years. The track is supposed to capture the mood of friendship, love and happiness. Mission accomplished.
“It was a really wonderful experience working with Baz, he’s so passionate about every detail, and I was really excited to be part of something so creative. Plus, I’ve always been a fan of Erdem. The song is about falling head over heels for somebody and it totally up-ends everything you thought you knew about yourself,” says Years & Years Front man Olly Alexander.
ERDEM x H&M – “The Secret Life of Flowers” campaign film by Baz Luhrmann
ERDEM x H&M – The making of “The Secret Life of Flowers” by Baz Luhrmann