Baz Luhrmann brings vibrant storytelling to H&M Erdem collection campaign

Director Baz Luhrmann, known for his flashy storytelling, has made a new four-minute film for H&M’s new Erdem collection that brings the opulence of Luhrmann’s Great Gatsby to the fashion world.

The cinematic short for Erdem x H&M, called ‘The Secret Life of Flowers’, is set in a grand country mansion with a full cast of actors and models. The film will also debut an exclusive new track by Years & Years, ‘Hypnotised.’

“I wanted the film to be like a whole movie. It’s a very modern love story, set in a country house that is full of its own secrets and it’s like a metaphor for our times - it’s harsh out there in the world, but in here, the things that really matter keep growing in an eternal spring,” said Luhrmann.

The film is set in a country mansion where it is “always spring.” The house is like its own private world that is always filled with flowers, influenced by Erdem’s floral prints. When young friends come to stay, a love triangle begins. The film starring upcoming actors Tom Rhys Harries, Hero Fiennes Tiffin and Ruby Dagnall may remind some of the novel Brideshead Revisited, by Evelyn Waugh.

British VFX house Absolute Post worked with Bazmark Films on the campaign to help create the fictional paradise of Reddham Gardens: an indoor oasis of spring blossom in an autumnal setting.

The set for Reddham Gardens was built inside an aged stately home: The Grange at Northington. The location was quickly transformed by the team at Biscuit/Bazmark into the crumbling English Manor House that you see on screen.

The campaign will air worldwide in a campaign that launches across Social Media, TV, YouTube and Cinema. The Erdem x H&M range will be in H&M stores starting 2 November worldwide.

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Kyle O'Brien

I am a reporter for The Drum covering a wide array of topics but always trying to tell the best stories possible. I am a former west coaster from California and Portland, Oregon, now living in Pennsylvania — with time spent in NYC each week.

I also play saxophone professionally.

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