“There's enough comedy in advertising today,” says Andersson. “And jeans are not about laughs, jeans are love and soul and tears. That's what we're trying to emphasize with this tragic and beautiful Romeo & Juliet story.” The film was filmed by H&M Red Room and renowned director/photographer David LaChapelle. It will run in cinemas worldwide, but the company refuses to reveal the ending but did say: “Every pair of &denim jeans is the start of another true denim love story.”