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& Other Stories releases irreverant Parisian film

H&M’s sister brand & Other Stories has unveiled a short campaign clip it refers to as “not your ordinary fashion film”.

Starring French It-Girl and blogger Jeanne Damas, the humorous spot portrays “the tormented soul of the self-indulgent ‘Bohemian’ who can’t decide which pieces from & Other Stories’ collection to wear”.

Shot inside a Parisian apartment, it sees the model conversing with the camera about how she feels; laughing, crying, jumping on the couch, running around the room, and all the while showcasing a variety of different looks from the line.

It was directed by Wendy McColm, who reportedly aimed to present a darker subtext pointing to changes that need to be made to the way women are portrayed both in, and by, the fashion industry.

By Rachel Arthur

Rachel Arthur is Editor-in-Chief of Current Daily, the leading news source for fashion, retail and innovation, and the co-host of its weekly Innovators podcast. She otherwise serves as Co-Founder and Chief Innovation Officer of Current Global, a transformation consultancy driving growth within fashion luxury and retail. By background she is an award-winning business journalist and consultant, contributing to titles including Wired, Forbes and Business of Fashion.

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