Set Designer Max Bellhouse for H&M Divided Grey 'The Grey Concept' Film Campaign Autumn 2012 | Directed By Beau Grealy

This season, H&M drew inspiration from a muted, mercurial palette with the release of  'The Grey Concept', a collection for women. The collection consists of hooded sweaters, distressed denim skinny jeans, and asymmetrical hemlines for dresses all featured in shades of grey, black and white. Model Alice Dellal stars in the campaign film, 'The Grey Concept', directed by Beau Grealy. Set Design by Max Bellhouse.