H&M 2012 Fall/Winter “Alter Ego” Video Starring Joel Kinnaman

Famed director Jonas Åkerlund teamed up with H&M to create an interesting take on the brand’s lookbook for Fall/Winter 2012. Called “Alter Ego,” and starring actor Joel Kinnaman, the video tells the story of a man trying to find himself on a solemn, rainy night in London. Ultimately, he discovers that he can be whoever he wants at any given moment, and the video comments on male self-perception. Smartly worked and crafted, the video showcases this season’s latest through ostensibly candid shots of Kinnaman. Ultimately, the video has an overt sense of empowerment about it, and serves as a reminder to pursue what you love, albeit stylishly.