Reminiscent of The Polar Express (and the recent controversies of the British railway services), H&M’s Christmas advert, directed by fashion favourite, Wes Anderson, depicts a delayed train journey on Christmas Eve as the conductor throws a seasonal brunch to make the best of a bad situation. It is a heart-warming Christmas miracle as the advert closes with the passengers enjoying each other’s company to John Lennon and Yoko Ono’s ‘Happy Christmas.’
The pastel hues of the train setting combined with the wintery clothing gives this short film the editorial edge that the fashion industry craves from Anderson’s work. He has previously worked with the likes of Louis Vuitton and Prada to develop the collections beyond the clothes, into their own fantasy world with a specific quirky visual and narrative style. The world created for H&M is intimate, with only a few passengers on the train filmed in Anderon’s typical straight-shots. Feeling more cinematic than traditional product advertising, the 4- minute movie certainly rivals the likes of John Lewis and Marks and Spencer as the most elaborate and feel-good campaign this year.
It has been noted by Anderson fans that the costumes do not match his aesthetic but, from a fashion perspective, the film certainly sells the H&M collection. The pleated silver skirt is a Christmas treat! We all love the combination of soft knitwear paired with metallic pieces this season.
Christmas campaigns are increasingly extravagant and with H&M bringing in talent like Anderson, it doesn’t look like this trend is going to stop soon. The question is, how will they top this success next year?