Alexander Wang for H&M: Pumping video of the campaign filmed in London has been released

The New York designer launches a thrilling short film to introduce his performance-wear in an interactive way

Alexander Wang x H&M
Alexander Wang x H&M

Alexander Wang has released a short film inspired by video games to promote his collection for H&M, which launches on 6 November.

The highly anticipated collaboration has been revealed slowly since it was first announced back in April via all possible media method: teasers on social media, full lookbook and a fashion show in New York last week. Today, it’s introduced in a video that feels more like a Hollywood blockbuster than a fashion lookbook.

Filmed in an underground theatre in Islington, London the video stars a squad of supermodels including Joan Smalls, Natasha Poly, Isabeli Fontana and Raquel Zimmermann, and football star Andy Carroll. The models run and jump through various hazardous environments, showing off their athletic prowess in the street-inspired activewear.

The video kicks off with Wang himself, who seems to turn on the game in a scene reminiscent of Hunger Games with the camera cutting to the models getting ready in the lockers.

Wang said: “We wanted to find a way of representing those performance-wear functionalities in the film by putting our cast in extreme conditions and by making it appear easy and graceful for them to take on something that seems like a challenge.”

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