It’s been a mad A/W for H&M and it’s only just started. The chain have been bringing out the big guns this season to prove that they not only belong well and truly on the high street with their purse-friendly prices, but that designers, and even the catwalk, better watch out.
The first big campaign was the Lana Del Rey collaboration. Having the American icon model some of their signature A/W pieces led to phrases such as “I love my Lana Del Rey dress” being casually thrown about student halls all over the kingdom.
A little later H&M announced that Vogue Japan’s Editor at large, the inspiring and eccentric Anna Dello Russo, was designing an accessories collection for them. The collection sold out in under 24 hours and her iconic “Fashion Shower” promo video has nearly half a million Youtube hits – check it out, you won’t regret it.
Maison Martin Margiela is the latest house to collaborate with H&M. Upstaging the comparatively tame Marni for H&M 2011 collection, this latest collection features blow up coats, super-oversized jeans and necklaces made from a lock of hair: step aside fashion beginners this one’s not for you.
Certain pieces are there simply to change the way we think about fashion, the faceless watch, for example, is bound to be a sell out cult piece. But doubtlessly we can guarantee the success of yet another collaboration. So, on the 15th November when the MMM 4 H&M collection is released, we can predict more ‘out of stock’ notifications.
But what’s next for the Sweedish power-house? Maybe we’re on route for a line of Lagerfeld’s leggings or perhaps Wintour’s wedges. Either way H&M are doing extremely well for themselves and our student budgets.
First published by Spark* newspaper: http://sparknewspaper.co.uk/fashion-beauty/maison-martin-margiela-for-hm/
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