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Edita for H&M channels Patricia Arquette circa 1993 (video)

Written by Tania Braukämper.

How do H&M create campaigns and shoots that make their clothes look ultra-luxurious? Perhaps a behind-the-scenes video will give some insight.

Shot by Camilla Akrans and starring Edita Vilkeviciute, this particular shoot from H&M’s summer 2012 magazine takes inspiration from Alabama Whitman, Patricia Arquette’s prostitute character in True Romance. Updated for the now, of course.

Expect plenty of cut-away swimwear, crop tops, and blonde wigs.

Edita Vilkeviciute by Camilla Akrans

Click the thumbnails for full pictures:
Edita Vilkeviciute: H&M Magazine S '12
Edita Vilkeviciute: H&M Magazine S '12
Edita Vilkeviciute: H&M Magazine S '12
Edita Vilkeviciute: H&M Magazine S '12
Edita Vilkeviciute: H&M Magazine S '12
Edita Vilkeviciute: H&M Magazine S '12
Edita Vilkeviciute: H&M Magazine S '12
Edita Vilkeviciute: H&M Magazine S '12
Edita Vilkeviciute: H&M Magazine S '12
Edita Vilkeviciute: H&M Magazine S '12
Edita Vilkeviciute: H&M Magazine S '12
Edita Vilkeviciute: H&M Magazine S '12
Edita Vilkeviciute: H&M Magazine S '12
Edita Vilkeviciute: H&M Magazine S '12
Edita Vilkeviciute: H&M Magazine S '12
Edita Vilkeviciute: H&M Magazine S '12

Hit play above to watch the behind-the-scenes video. You can also see the resulting shoot by clicking on the thumbnails.

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Some people's wardrobes are about a small selection of pieces that all fit within one aesthetic - Tania Braukamper isn't such a person. With a wardrobe that spans three different rooms, her approach to fashion is a mixture of current-season key pieces mixed with vintage finds she's sourced on innumerous shopping trips around the world's more cultured capitals. Despite a disparate approach to shopping, Tania is adamant that the key to mixing vintage with new season is to stick to key looks and colours that work for oneself. And it's a theory that she works into her writing for Fashionising.com, where she serves as the publication's Editor.