Then the frenzy died down consumers were suffering from “collaboration fatigue”, due to Topshop and Target also launching designer diffusion lines. “In the end, you really only have what you give away.” “I decided to give H&M our Lanvin secrets, the patterns, everything,” Lanvin’s Alber Elbaz told Vogue. Hunting for cut-price designer cuts, queues of customers snake around stores from London to Tokyo, hoping for the chance to own a piece of S tella McCartney (2005), Viktor & Rolf (2006), Roberto Cavalli (2007), Comme des Garçons (2008) or Lanvin (2010), to name a few of H&M’s collaborators. ” H&M subsequently rolled out two designer collaborations a year until 2013, when it was pared down to one. “We wanted to do something special for Christmas, so that’s why it came about, but then it became such a huge success that we thought well maybe we should do it one more time and it just kept going. “ To be honest I thought it was a one-off,” H&M’s creative advisor, Ann-Sofie Johansson, told Vogue about the Lagerfeld collaboration in 2016. Between 1,500 and 2,000 pieces sold every hour in New York’s Fifth Avenue store, according to WWD, and the whole global collection sold out almost entirely in a day. Sales surged for £15 Lagerfeld silhouette T-shirts, stiff-collared shirts, skinny jeans, black ribbon chokers and sequin jackets. H&M hysteria first kicked off in 2004 when Karl Lagerfeld cruised in to create a capsule collection in his own stately image. With Gigi Hadid fronting the advertising campaign for the Moschino H&M collection – which launches on 8 November – it’s already had a cracking start. If Erdem Moralioglu was the “poetic” addition to the Swedish retailer’s label lineage in 2017, then this year’s 18th collaboration, with Jeremy Scott for Moschino, is going be pyrotechnic – visibly loud and screaming with colour. Prince performed for Versace Baz Luhrmann directed Erdem’s campaign film and “ Balmainia” broke the internet. Striking as significantly as the Victoria’s Secret fashion show and the Met Ball, the high-street hotshot’s designer collaborations, from Comme des Garçons to Lanvin, are high profile and haute property. H&M’s annual designer gig is one of the loudest chimes of the fashion clock.
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