H&M announced its first Alexander Wang Collection in April. It won’t be released until November 6 but H&M has been making much of the opportunity to create suspense in the meantime. At first there was the occasional teaser image on social media suggesting Wang would stay true to his edgy streetwear influenced sporty feel.

The first full look from the collection was seen on Rihanna during New York Fashion Week last month. Then three more full looks appeared on social media. The range, it would seem, includes scuba dresses, sweatshirts, mesh-panelled leggings, cropped bra-tops, leather joggers, parkas and beanies.

And then there was the teaser ad. With its edgy, arty cinematography and appropriately unfathomable story, it has huge in crowd hit etched into its marrow.

Add models, Joan Smalls and Isabeli Fontana, and you have a fashionista following. Then thread in competitive dodgeball and parkour and you snare the sporty set. That’s all bases covered.

The film was directed by London collective, Tell No One (Luke White and Remi Weekes) and created by Strange Cargo Films and H&M Redroom with VFX by MPC. The original music is by DJ Diplo. The end title promises that the full film is viewable on the H&M site on October 23. It wasn’t.