What a lovely word, in my universe it has two associations - business and fashion. No, actually 3 - have you heard of Google WAVE?! It`s a new collaboration/communication tool by Google. Ok, now back to fashion. I might be wrong, but i guess H&M were the first one, who has brought high fashion and style guru into mass market. It all began in 2004, when H&M has announced, that collection AW2004 will be done by Karl Lagerfeld. Company claims that i was a huge success and the whole collection was sold out within an hour. In November 2004 i was in Warsaw, on the way to polish clothes industrial city Lodz, where i have participated in international young designers contest, and actually was recognized by a jury (i'll look up in my archive for photos). So in Warsaw i saw that collection by Lagerfeld and to tell the truth, i wasn't really willing to buy anything. By the way, Lagerfeld's assistant recently revealed the ins and out of working with Herr Lagerfeld (there is a book about it), and one of confessions was, that Karl spent 3 days only on developing sketches for H&M and got 1 million EUR from the company. The rest work has been done by his creative team, which received nothing, but "thank you".
The collaboration followed with launching Stella McCartney's collection in November 2005. I was in London in December 2005 and saw only few xxl sized tees with McCartney's logo on it. Apparently that collection had a great success too. A year later, in November famous and cutting edge dutch designers duo Viktor&Rolf presented their view on H&M.
I believe, that there's no field of life, which Madonna hasn't interfered with. Madonna: "Doh, H&M, why i`m not in there"! Joke! But in March 2007 everyone had a chance to get a piece of Madonna, namely jumpsuits, penskirts, etc. Year 2007 for H&M was also significant with other pop star Kylie Minogue (there was a great launch in Shanghai) with her swim wear collection and pop designer Roberto Cavalli - which was quite a hit, all that skinny male bitches fashionistas were crazy about it and there was nothing left for me, at least in Düsseldorf.
Winter 2008 at H&M was full of Japanese fashion. Yes, that awful crap was designed by Comme des Garçons. SS2009 at H&M was blessed by Matthew Williamson, who created exclusive collection (and great TV ad, down there). When i saw in on line, i fell in love with one suite. I`v asked my friend, who was going to U.S. to get me this suit size 46 (i knew, if I had waited longer, i wouldn't get any). Eventually i got it for my graduation. Girl and I were the most fabulous pair at our graduation, right!?
This November you can get well known British shoe and accessory brand Jimmy Choo's collection, but not only shoes and clutches, but also men's and women's clothes. I`m not aware of sales report, but i far as i`m concerned they are not doing well.
Finally, now starting from December 5th we are lucky to get closer to Sonia Rykeil pour H&M. They had a great collection presentation in Paris and Grand Palais just yesterday.
P.S. also i love that sense of H&M's humour. You don't know what I'm talking about? Here are H&M ads. Enjoy!
H&M is absolute leader in collaborations however I don’t have even one piece of all those collaborations. For me it’s not really the same if it’s Karl Lagerfeld as himself or Karl Lagerfeld for H&M. And it doesn’t even feel like second collection like K by Karl Lagerfeld, it’s somehow not that REAL. But I don’t have anything against H&M and I kinda like the opportunity to buy designer piece for highstreet price even if I don’t use it.
Right now it feels like every more or less successful high street brand has at least one collection made by some famous designer or celebrity. And for sure it gains a great publicity.
GAP teamed up with2008 CFDA/Vogue Fashion Fund winners: Alexander Wang, Albertus Swanepoel, Lisa Mayock and Sophie Buhai of Vena Cava.These designers presented their very own reinterpretation of GAP’s classic: theKhaki. Here’s the result:
Very recently Stella McCartney partnered withGAPto design a capsule collection for GAP Kids and Baby GAP. The collection includes items like supersoft cashmere blankets for newborns, Fair Isle sweaters, brushed cotton blazers with silk lapels, and wool military jackets. AGHHHHHHH how cute are those kids:)
Mango had collaborations with Penelope&Monica Cruz, Adam Lippes, and Paolo Coelho.
Target got McQ Alexander McQueen and Anna Sui. Btw the exclusive Anna Sui for Target collection draws inspiration from the four main female characters on The CW Network phenomenon, "Gossip Girl."
Actually, Target is partnering A LOT!!! On Dec.20Rodarte’s line for Target will land in stores. Yappp and we know what comes after that -the next high-end designer to hit Target is New York darling Zac Posen. Ohhhhh how cool is that???J
Don’t forget Topshop which has collections by Kate Moss and Christopher Kane (and his infamous prints of scary animals).
Btw next spring Converse will partner with Missoni and there are some rumours that one day Missoni will do H&M too… Will see…:)
and…and…and… there are lot more. So I would love to hear your favorite collaborations or the ones you would like to see in the stores.