Accordion music and Edith Piaf songs doubtless soundtrack many people’s picture of a classic Parisian brasserie.

The challenge was to find a way to lean into that association in a modern way that also accentuates H&M’s brand and music identity.

Starting by mapping out a musical universe covering traditional French music and francophone songs by non-French artists - we landed on Bibi Flash’s 1983 track, 'Histoire d’un soir’.

Tied with Bardia’s signature style and a stellar cast to match, it soundtracks perfectly the latest chapter of H&M’s whimsical ‘Hennes’ series.