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.
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.