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.
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.
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!