H&M is a trendy Swedish company that caters to young people. Label made a name retailing low priced, high quality and trendy fashion. Currently 2200 stores worldwide offer a huge selection of clothing, shoes, lingerie and accessories. H&M earned reputation for showing off the low price, $19.99 for a pair of jeans or $49.99 for a trendy coat at their super model ads. While company has been growing organically since its foundation in 1947, collaborations with premium brand designers have brought the H&M label to a completely new level.
First collaboration was in 2004 with Karl Lagerfeld. While it was a huge success with lineups stretching around the block and the collection selling within days, Karl criticized the organizers for underestimating the demand. His idea of the collaboration was that people would get a bit of Chanel experience when they can come to stores at the relaxed pace and try the clothing with no restrictions. He feared that H&M collection will cheapenize his lables’ luxurious image.
Since then H&M released close to 10 guest designer collections, most notable being Roberto Cavalli, Stella McCartney, Viktor & Rolf and most recent Lanvin. All designers have expressed appreciation to participate and were happy with PR outcomes. Many low priced retail companies followed the idea and launched their own partner collections. For example Target had collections done by Alexandr McQueen, Jean Paul Gaultier and Milla Jovovich. Issac Mizrahi made collections for Target in 2002 and Fairweather.
Versace collaboration news have already exploded the press. Bloggers and fashion journalists are very excited about an upcoming H&M – Versace release that is scheduled for late November, 2011. Donatella shared her vision for the collection: “The collection for H&M will be “quintessentially Versace,” inspired by the archives, and including clothing, shoes, accessories, and jewelry for men and for women.” Apart from clothing pieces collection will also include home pieces such as Versace for H&M pillows and a bedspread.