“The Secret Life of Flowers” by Bas Luhrmann for Erdem X H & M – the film and the making of


Dear Shaded Viewers,

H & M has been a long time contributor to great story telling fashion films. This season it is Erdem X H & M by Bas Luhrmann “The Secret Life of Flowers”.  I’ve always said that the criteria for a feature film is exactly the same for a fashion film. I think this is a clear definition of a fashion film. Donald Schneider was the the creative director on the campaign he knows Baz Luhrmann for a long time and had always wanted to do something with him. This time the stars were aligned. They had their first creative talks the week after Trump got elected so they wanted to do something extremely beautiful and which gives young people an inspiration to create their own world.

As Geraldine Postel describes it on ASVOFF Web TV: “A pictural exercise in the art of story telling. From biblical and aristocracy stories of the 16th century to narrating the God of the 21st century , the power of capital…” www.ashadedviewonfashionfilm.com

The visionary film maker Baz Luhrmann a cinematic short film in 00:04:05  exclusively for ERDEM x H&M.  All social media specialists recommended maximum of 00:01:00 as the attention span one could expect however Donald and Baz resisted their advice and within three days the film has 3.2 million views.  “The Secret Life of Flowers” is set in a grand country mansion with a full cast of actors and models. The film will also debut an exclusive new track by Years & Years, “Hypnotised”. Treating the short film like a full movie in itself, it has all of the passion, drama and vivacity that has made Baz one of the world’s greatest living film makers. “I wanted the film to be like a whole movie. It’s a very modern love story, set in a country house that is full of its own secrets and it’s like a metaphor for our times – it’s harsh out there in the world, but in here, the things that really matter keep growing in an eternal spring,” says Baz Luhrmann.

Baz Luhrmann’s film for ERDEM x H&M is set in a mysterious country mansion where it is “always spring”. The house is like its own private world that is always filled with flowers, influenced by ERDEM’s celebrated floral prints. When young friends come to stay, a magnetic love triangle begins, in the film starring upcoming actors Tom Rhys Harries, Hero Fiennes Tiffin and Ruby Dagnall. They are joined by acclaimed actress Harriet Walter, as well as super models Saskia de Brauw, Imaan Hammam, Grace Hartzel, Fernando Cabral, Neels Visser and Tony Ward. Throughout, Baz used pieces from the ERDEM x H&M collection to define the characters and propel the narrative, while the new track by Years & Years captures the mood of positivity, friendship and love. Baz Luhrmann has created some of the best-loved films of our times. He has directed Moulin Rouge!, William Shakespeare’s Romeo + Juliet, The Great Gatsby and Strictly Ballroom, and most recently created the TV show The Get Down. The ERDEM x H&M collection will be available in selected H&M stores, as well as on hm.com, from November 2. Creative Agency/Production Company: Bazmark Inq LLC Director/Key Creative: Baz Luhrmann Producers: Baz Luhrmann, Catherine Martin, Catherine Knapman Designer: Catherine Martin Editor: Jonathan Redmond VFX Art Director: Chris Tangney Director of Photography: Peter Suschitzky UK Co-production Company: Biscuit Filmworks UK Limited Post Production & VFX: Absolute Post Sound Editing & Mix: Postworks New York Music Music Arrangement: Turning Studios Music Supervision: Earworm Music Music Soundtrack: YEARS & YEARS Composers: Michael Thomas Goldsworthy, Oliver Alexander Thornton, Resul Emre Turkmen, Mark Stuart Ralph Title of music: HYPNOTISED Music Published by: Universal Music Publishing AB, Sony/ATV Music Publishing Scandinavia KB Music Master recording: Universal Music Operations Limited Actors: Ruby Dagnall, Dame Harriet Walter, Hero Fiennes Tiffin, Tom Rhys Harris, Peter Burrows Models: Saskia de Brauw, Imaan Hammam, Grace Hartzel, Fernando Cabral, Luca Lemaire, Neels Visser, Tony Ward.



Diane Pernet

A LEGENDARY FIGURE IN FASHION and a pioneer of blogging, Diane is a respected journalist, critic, curator and talent-hunter based in Paris. During her prolific career, she designed her own successful brand in New York, costume designer, photographer, and filmmaker.