H&M will celebrate the 20th anniversary of its guest designer collaborations by revisiting and releasing some of its most popular collaborative collections, including its tie-ups with Marni and Moschino.
The Swedish fashion retailer launches it’s first designer tie-up with Karl Lagerfeld, then Chanel’s creative director, in 2004.
The first-of-its-kind partnership made the luxury fashion house more accessible and set the stage for future collaborations between high-street retailers and high-end brands.
Now 20 years later, H&M is celebrating the launch of its guest designer collaborations by selling several items from previous collections through its pre-loved initiative.
Sourcing the items through partnerships with the online pre-loved marketplace Sellpy and other global vintage retailers, the initiative is part of the retailer’s wider commitment to promote a more circular fashion economy.
The re-released assortment will include pieces from a number of H&M guest designer collaborations, such as Versace, Comme des Garçons, Viktor & Rolf, Versace, Vera Wang, Balmain and Stella McCartney.
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Rather than launching all the pre-loved pieces at once, H&M will have a series of drops across seven selected global stores, as well as online, starting with its Paris Lafayette shop this Thursday (24 October).
Further drops will follow in London, Milan, New York, Barcelona, Stockholm, ending in Berlin on 30 October. The in-store launches, which include a dedicated activation, and will be followed by the online launch on 31 October.
H&M creative director Jörgen Andersson said: “Through working with pre-loved pieces, we can bring these collections back to fashion fans, giving them the chance to love these collections all over again while introducing iconic fashion moments from H&M and the world’s top design talents to a new generation.”
The retailers creative advisor Ann-Sofie Johansson added: “Our aim was to introduce the world of fashion to consumers globally while showcasing our connection to strong, thoughtful, and original design.”
“It connects to the fundamental ethos of H&M: that quality and creativity should be available for everyone.”
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