Marni for H&M campaign and video

Is it just me or does fast fashion just keep getting faster? Just weeks after the Versace for H&M cruise collection hit stores, we’re already looking forward to the next drop – Marni for H&M which hits stores in March. I really like the idea of this collaboration, it’s kind of taking H&M collaborations back to their roots. The collaborations started off small and under the radar, there weren’t big campaigns or hideous queues and hundreds of pieces ending up on eBay. The collaboration fever kept building and I feel like Versace was the crescendo. Marni is more of a fashionistas label, unlike the household names H&M has partnered up with in the past. The prints and pieces are very subtle, the opposite end of the scale to the in-your-face baroque prints on vibrant pink. This renewed, subtle approach is really reflected in the Sofia Coppola directed campaign video. It’s just very beautiful. What do you think of the Marni for H&M collection?