Video: H&M Fall/Winter 2012 ‘Alter Ego’


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Famed director Jonas Åkerlund teamed up with H&M to create an interesting take on the brand’s lookbook for Fall/Winter 2012. Called “Alter Ego,” and starring actor Joel Kinnaman, the video tells the story of a man trying to find himself on a solemn, rainy night in London. Ultimately, he discovers that he can be whoever he wants at any given moment, and the video comments on male self-perception. Smartly worked and crafted, the video showcases this season’s latest through ostensibly candid shots of Kinnaman

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