Celebrated director Jonas Åkerlund, who collaborated with such brands as Stoli, Dior and Martini to name but a few, has created a movie for H&M. The Swedish apparel retailer focuses on style and exquisiteness in a new 5:45 film starring actor Joel Kinnaman, promoting the Fall/Winter 2012 collection for men. The brand tells a story of a guy, who is riding in a cab along rainy night streets of London and sees many interpretations of himself (even on banknotes and graffiti murals) everywhere in different apparel.

The film, which is centered on one character, is more like a confession of a quite smart middle-aged man, who have drunk some shots. The “Alter Ego” installment introduces a man, who is talking and talking about what he thinks about the city and his life in particular. “That fear I had was the fear of knowing. Knowing that whoever you are, whoever you want to be, you can just be yourself,” says the protagonist on getting out of the cab. The message of the movie is that under any conditions, you can follow the thing you love the most, preserving your sense of style.

The collections of the new season can be found here. The retailer never misses an opportunity to turn the launch of a new collection into something huge. In February 2012, the brand introduced David Beckham’s bodywear line with a short, but impressive video starring the footballer, who doesn’t say a word. In 2010, H&M launched a series of episodes featuring “disguised fashion designers,” inviting public to guess, who are they and who of them had got behind the new collaborative line.