Elle UK & H&M shoot SS16 fashion film In SA

British Fashion magazine Elle UK partners with exclusive in-house line of British high street retailer HM, H&M studio to shoot a fashion film for its SS16 collection.

The shoot features model Francine James and was done in Capetown, South Africa in collaboration with Elle SA features the label’s collection of striped maxi dresses, bias cut shirts and accessories against a backdrop of nature reserves, kraals and wildlife.

Discover the #HMStudioSS16 collection, shot on location in SA! Now exclusively available at Sandton City.

A photo posted by ELLEMagazineSA (@ellemagazinesa) on

H&M draws inspiration heavily from the continent for the new collection, employing the batik technique to create it’s prints.

It is quite the video.

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The online destination and fashion journal that goes beyond the surface and taps the pulse on all things FASHION. First out of Nigeria and increasingly across the continent, with wit, intelligence and humour.


TSS is an arm of the RED brand, which is the continent's largest omni-media group focused on Africa's youth.