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We all know H&M for having great clothes at a reasonable price, however they pulled out all the stops for their Fall/Winter 2012 collection.

VIDEO: FIRST LOOK: Maison Martin Margiela’s Fall 2012 Collection For H&M

The brand’s new promotional short film titled “Alter Ego,” featuring Safe House actor Joel Kinnaman, tells the story of a man trying to find himself on a rainy night in London. He eventually discovers that he can be whatever he wants to be – a theme essentially based around male self-perception.

PHOTOS: H&M’s Best Designer Collaborations!

It’s a topic that is rarely discussed in an ad campaign, but it’s smartly and stylishly done by famed director Jonas Åkerlund. “Alter Ego” showcases this season’s latest H&M goods worn by Kinnaman throughout. Check it out above!