Tell No One Captures Superhuman Supermodels for H&M Campaign

Tell No One's hotly awaited campaign showcasing H&M's collaboration with Alexander Wang is notably stylish, sassy and smart.

Set against an original Diplo track, the video game inspired short film feels more like a Hollywood blockbuster than a fashion look book.

Filmed in an underground theatre in Islington, 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 viewer can take a more detailed look at the clothes through impressive interactive aspects, which guide users to click on various parts of the film taking them to a series of breakout films giving more information about the clothing range. The film ends with a countdown to the release of the collection.

Wang says he started with the idea of these characters “who are almost superhuman, yet with a sense of playfulness and irony.”

“We wanted to find a way of representing 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”

The cast was equally important as the clothes, says Wang “The girls had to feel strong and heroic.”

“Collaborating on a film with fashion giants H&M x Alexander Wang has been the most exciting point of our career to date, the film reflects the passion of all involved and we are delighted to have had the opportunity to be a part of something so inspiring. Good Egg never ceased to support us with their unmatchable level of expertise and commitment”

Tell No One