In recent years, it has become quite popular for the high street retailers to collaborate with the luxury fashion houses or celebrities to design collection for more or less affordable prices. The Swedish retail chain H&M has successfully aligned itself with a number of big names showing an example of smart marketing and resulting consistent growth in their income and the change of the perception of the brand itself – from cheap to chic. Whether seeking wider global publicity or simply an opportunity to spread ethical views to a wide consumer audience, the motivation and the names of the designers become more and more renowned.
In 2004 Karl Lagerfeld became the first designer to collaborate on a collection with H&M. From the very first minutes the collection hit the shops, it was sold out, setting a precedent for the future collections. A year later it was British designer Stella MacCartney who offered her signature trousers, blazers, blouses and boho-chic dresses. A year after avant-garde Dutch fashion duo Victor & Rolf produced the next collection taking their inspiration from a wedding dress and designing their entire line around this one piece.
Next on the line was Italian designer Roberto Cavalli whose ultra-sexy collection was as much a hit as the previous two collections. In 2008 the Japanese cool fashion label Comme des Garçons created a collection of winter pieces including kilts, polka dot blouses and macs. Then, it was Mattew Williamson, whose summery collection was made up of his signature dresses in bright colores and exotic prints which was available in all H&M stores worldwide. Jimmy Choo designed a limited edition party wear collection for H&M in 2009, featuring shoes, dresses and accessories. Next to come was Sonia Rykiel who designed two collections in 2009 and in 2012 – an iconic knitwear collection and a lingerie collection. 2010 was marked with the collaboration with Lanvin. Ereryone was curious how the extravagant designs will be made for high street budget. The long awaited collection by Alber Elbaz, Lanvin's artistic director, still managed to bring the sense of the brand’s spirit to the collection and the Parisian glamour was present in every piece - t-shirts, dresses and accessories.
The fashion world’s excitement was huge when after many rumors the next collaboration it was announced was Versace. Fashionistas queued the night before the collection hit the stores.
Last year was marked with two “unusually different style” collaborations with Marni and Maison Martin Margiela. Marni’s collection featured graphic print dresses, skirts and tops, as well as quirky accessories and jewellery. The pieces were sold out almost immediately after the shops were opened.
Maison Martin Margiela was the latest designer to collaborate with H&M. The clothing and accessories were true to the avant-garde fashion house's signature style. The fashion house also turned everything from key rings, locks of hair, and faceless watches into inventive accessories.
H&M initiated collaborations with influential people from A-list too, Madonna and David Beckham were among them.
So, after going through this impressive list, a question immediately pops up - who then will be the next designer for the H&M to collaborate with? Rumor has it that Rocardo Tischi is the next on the line! Well, we fashionistas, can do nothing but wait and see!
Karl Lagerfeld for H&M
Jimmy Choo for H&M
Comme des Garçons for H&M
Lanvin for H&M
Mattew Williamson for H&M
Victor & Rolf for H&M
Roberto Cavalli for H&M
Marni for H&M
Versace for H&M
Sonia Rykiel for H&M
Maison Martin Margiela for H&M
The pictures used in the post are taken from www.ellecanada.com & www.glamour.de.
We are keeping you posted!