Fashion Exclusive: Rabanne x H&M 2023 Ad Campaign.
Photographed by Xavier Dolan, Carine Charaire, and Olivier Casamayou, the Rabanne x H&M 2023 Campaign features models Anok Yai, Noma Han, Rianne Van Rompaey, Vinnie Hacker, Sacha Quenby, and Issa Perica.
Hiromi Ueda, who is creative, was the cosmetics artist, and Marie-Amélie Sauvé was the fashion stylist. Not to be overlooked are Julien Dossena, the creative director, and Damien Boissinot, the amazing hairstylist.
Together, Paco Rabanne and H&M have created an enthralling campaign that celebrates their upcoming collaboration collection by skillfully fusing fashion, dance, cinema, and architecture. The campaign film, which was directed by the gifted Xavier Dolan, is a sensory extravaganza unlike any other.
H&M's newest high-profile partner, the esteemed fashion label Rabanne, explores its archives from the 1960s. Under the artistic direction of current director Julien Dossena, the house's founder's renowned masterpieces are revitalised. The H&M partnership then gives this reinterpretation a joyful and approachable edge. Beyond only clothes, the collection includes a home décor capsule and a range of ready-to-wear pieces that will be rented through H&M's unique programme, perfect for individuals looking for a statement outfit for a night out.
Dolan's short film does a great job of capturing how the collection blends mod partywear with retrofuturist elements. The stage design evokes the exotic desert landscapes of Star Wars and Dune, while a giant brutalist structure that rises monolithically from the dunes represents 20th-century modernism. Models march throughout this area feeling prophecy and heroism, a dazzling display of rainbow lights bouncing off the sequins and paillettes in the collection.
A group of dancers under the direction of renowned choreographers Carine Charaire and Olivier Casamayou, who founded the Paris-based studio I Could Never Be A Dancer, flanks the models. The collection's vitality is well conveyed by its angular and energetic motions, complimented by the brilliant purple skies. A sci-fi epic feel is added to the performance by the musical composition, which combines electronic dance sounds with cinematic orchestration.
H&M is still dedicated to providing high-end partnerships with the visual campaign treatments they merit. This short video, which skillfully combines dance, cinema, and fashion in a stunning show, is a great illustration of their commitment. While advancing Rabanne's brand in a forward-thinking, approachable, and joyous manner, the campaign stays true to it.
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