You’ll probably guess that Gigi Hadid is familiar with hotel days and traveling around with a suitcase during fashion weeks. But this time his flight took him to a place that can only be reached in the fantasy world.
The star of H&M’s new campaign, Hadid appears as a concierge officer at Hotel Hennes, a fictional holiday destination dedicated to madness. She serves names such as Jill Korteleve, Precious Lee, Devyn Garcia in a surreal setting full of fashion. Directed by Bardia Zeinali, the film focuses on Hadid’s joy of traveling after years of restrictions from the pandemic. “I knew the world Bardia would take us to was going to be incredible,” says Gigi Hadid, “There’s a message that everyone can be motivated to go back to the world, to find the moments that make life magical and unexpected.” > Bringing this concept to life was impossible in the pandemic conditions and it had been a long time since Hadid had done business with such a huge production. “Being off the set was fun and felt like going back to normal.” Hadid had the opportunity to spend time with her friends during the last two weeks of shooting. “Precious and I are pretty close, so we had a great weekend dancing and karaoke while she practiced her part.” she says she. “What you saw in the last video is real. It captures the feeling that we’re all having a good time together.”
Not everyone shared the stage with dozens of artists in the finale, but Hadid clearly enjoyed seeing her friends in action. “Everyone had to come in individually and do their part, so I couldn’t work with everyone who appeared in the final video, but it was a fun surprise to watch.” says. “I got to see the whole story come together and see what they were working on during the days I wasn’t there. I didn’t get to see the footage of Olivia (Vinten), but I loved this moment as the officer caught running away from her job.”
Vogue Collaboration with Zeinali, with whom he worked on projects for the company, added convenience to the process. “Spending time with the people you work with and knowing how they set up the business is like stepping into their minds.” says Hadid. “You can do the same project in a different direction and have it take on a completely different mood. I love the humor of Bardia’s work. My favorite part – and the most Bardia moment of the entire shoot – was when I served Jill a peanut butter sandwich. That moment when we danced with a unique choreography in perfect outfits. And then there’s me who hasn’t done anything as a hotel owner, but that’s the comedy. Bardia’s smallest
