This week H & M decided to take an alternate avenue to show off their Men’s Fall ’12 Collection; instead of making a boring look book they decided to make a short film.

Alter Ego was directed by the legendary Jonas Åkerlund and stars Joel Kinnaman, who is set to star as Alex Murphy in the new RoboCop movie.  Through candid visual shots  Alter Ego tells the story of a males  journey for self discovery through the damp streets of London. Kinnaman finally realizes that he is whoever he wants himself to be and expresses this through fashion.

You can checkout the entire H&M  Men’s Fall ’12 collection at select H&M stores and online now.