You'll never guess who's in the Erdem x H&M campaign film

Somebody call J.K. Rowling this is what would happen if Tom Riddle didn't become the Dark Lord

By Verinia Khoo | Published: 25 Oct 2017

Video: H&M

What if Tom Riddle never became Voldemort? What if he just lived his life and enjoyed things like any ordinary wizard? Well, Erdem and H&M have given us a glimpse of what could've been had he not turned dark.

The star of the new short film is Hero Fiennes-Tiffin, who played the 11-year-old Tom Riddle in Harry Potter and the Half-Blood Prince. The Dark Lord's all grown up and looks amazing in Erdem x H&M – J.K. Rowling would love this. The name isn't a coincidence, either; Hero is the nephew of Ralph Fiennes, who played the adult Voldemort in the film franchise.

In the campaign, Hero plays a strapping young man who becomes besotted with a woman he meets in the countryside. He is joined by Tom Rhys Harries, Ruby Dagnall, Harriet Walter as well as models Saskia de Brauw, Imaan Hammam, Grace Hartzel, Fernando Cabral, Neels Visser and Tony Ward. Despite being only a 4-minute clip, the video feels like a trailer to a fairy tale film we'd totally watch. It was directed by Baz Luhrmann, after all.

"I wanted the film to be like a whole movie," said Baz. "It's a very modern love story, set in a country house that is full of its own secrets and it's like a metaphor for our times – it's harsh out there in the world, but in here, the things that really matter keep growing in an eternal spring."

(He doesn't mean our allowance, which we'll be spending on the collection, anyway).

Watch the dreamy film and see what went on behind the scenes below. The Erdem x H&M collection arrives at H&M Lot 10 and Avenue K on 2 November 2017.


For the trailer-like short film titled THE SECRET LIFE OF FLOWERS that I collaborated with @erdem & @hm on, we created the world of "Reddham Gardens" whose mysterious matriarch is a Miss Havisham-like character, played by the acclaimed Shakespearean actress Dame Harriet Walter. This crumbling English estate is a place of secrets and mystery populated by "the young, beautiful and the celebrated.” In the midst of it, a majestic banquet with a mysterious guest arriving late will change the destiny of our lead. Here are some images from that day of shooting... We were under the pressure of losing the light, but I was lucky to have such commitment and focus in getting the scene from the likes up such up-and-coming actors and models like @imaanhammam @neelsvisser @saskiadebrauw @graciehartzel @tomrhysharries @fernandocabral07... Thanks guys for the work 👍🏼 #ERDEMxHM

A post shared by Baz Luhrmann (@bazluhrmann) on


“Welcome to Reddham Gardens, where it’s always spring...” 🌱 #ERDEMxHM film out tomorrow...

A post shared by Baz Luhrmann (@bazluhrmann) on

Related: Photos: Erdem x H&M launch party
Related: First look: The entire Erdem x H&M collection


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