As you might have already heard repeatedly from every eager fashionista out there, there are just five weeks left until H&M reveals it's latest in a long line of designer collaborations Versace for H&M on November 19th for the forthcoming winter season.
H&M are getting increasingly clever at marketing these lucrative collaborations, their last collection, which was with Lanvin, sold out almost as soon as it hit the shelves thanks to months of hype-building from the marketing and advertising teams. There were teaser trailers and secretive ad campaigns which had the customers guessing who was beind the new designs right up until the launch which was a massive runway show featuring Anna Dello Russo, Dree Hemmingway and Pixie Geldof as models. The Lanvin frocks have also made several red carpet appearances since they came out this time last year.
H&M has gone from strength to strength with it’s collaborations and they select designers with long-established reputations of cool and class. You wont be finding any soap stars or ex-Big Brother housemates making their mark on the H&M rails, instead they have opened their doors to the likes of Hasbeens, Sonia Rykiel, Karl Lagerfeld, Jimmy Choo, Stella McCartney, Matthew Williamson, Roberto Cavalli, Comme des Garcons and Viktor & Rolfe. Never compromising has earnt H&M a wealth of trust within the A-list fashion circles.
As for the Versace collaboration, it was designed by Donatella Versace herself and combines the vibrant heritage of the Versace brand at H&M's affordable prices. These were the first images leaked out into fashion magazines.
There are 40 garments and 20 accessories with a few bits for the home in there too, a first for an H&M collaboration. Expect riveted leather dresses, lavishly printed bomber jackets, tropical print handbags, oriental prints and fushia pink suits with toned down versions of the patterned bombers for the gents. The collection is supposed to reflect Donatella's own personal wardrobe, renowned for it's wild iconography and provocative style since she took over the brand from Gianni Versace in 1997.
Best get that action plan in place now girls, as once the doors and the internet store opens on 19th November it is going to be a mad scramble to bag a piece of H&M and Versace gold.
Jessica Hazel
Writer, blogger and vintage trader.
http://creativepool.co.uk/jessicahazel
