Another exciting fashion collaboration of H&M has been announced. Donatella Versace is collaborating with the fast fashion giant. The news of the collaboration are very exciting, in spite the fact that Donatella had said at the New York Times that she would never do a diffusion line for H&M, back in May 2008.
The benefit from such a collaboration for H&M, will be the boost to the company’s image as it has been struggling in recent months to persuade consumers to part with their cash, despite maintaining low prices at the expense of margins as raw material costs have spiraled. “Versace is one of the most important brands of recent times, and their collection for H&M will be glamorous and flamboyant—everything Versace stands for,” said Margareta van den Bosch, creative adviser at H&M.
On the other hand, Versace herself has been on a mission to reclaim her family’s brand former glory since the brand has been struggling in a severely affected from the crisis market, while the popularity of the brand has declined significantly during the last years. After years of drug-induced, mismanaged, and just plain shameful scandals, Versace seems to be finally on an upward swing. “I am thrilled to be collaborating with H&M and to have the opportunity of reaching their wide audience. The collection will be quintessential Versace, perfect for H&M and Versace fans everywhere,” says Donatella Versace. An important step towards the new era for Versace from managerial point of view, has been the hiring of CEO Gian Giacomo Ferraris, who paid down the company’s massive debt, and took the initiative of re-launching Versace inJapan.
As far as the collection is concerned, Versace has in fact already created it and it will be available from November 17 on selected branches of H&M. The collection includes forty womenswear pieces, twenty menswear items, as well as a collection of home decorating components like sheets and bed spreads that H&M includes for first time in their reputable collaborations. Media savvy doubtlessly, Donatella recently closed out Versace’s latest menswear show inMilan wearing of the dresses she designed for the H&M collection, pictured on the left.
H&M seems to have created a guest designer collaboration heritage during the last years and doubtlessly all collaborations can be accounted on Margareta van den Bosch (pictured with Donatella Versace on the right) . Starting from November 2004, when selected company stores offered an exclusive collection by fashion designer Karl Lagerfeld (pictured on the right). After the first collaboration various followed, such as the Stella Mc Cartney collection in 2005, Viktor and Rolf in 2006. In March 2007, H&M launched another collaboration collection designed by the pop star Madonna(pictured bellow). Next collaboration has been on November 2007, when the company launched a collection by Italian designer Roberto Cavalli that as was reported all clothing sold out very quickly. Also in 2007, a design with Kylie Minogue was launched forShanghai,China.
On November 14, 2009, the company released a limited-edition- available in 200 stores globally- collection by Jimmy Choo featuring handbags, as well as women and men shoes, but also clothing designed from Choo for the first time!
Sonia Rykiel also collaborated with the company, by designing knitwear and lingerie that was released in selected company stores on December 5, 2009.
For spring and summer 2009, the British designer Matthew Williamson created two exclusive ranges for the company for both men and women. The first’s distribution was selective, whereas the second was available in every H&M store worldwide.
For Fall 2010, the company collaborated with French fashion house Lanvin. The collection was available in 200 stores, representing 10% of the company’s floor space.
It therefore, goes without saying that we just need to wait to see the outcomes of the Versace collaboration that from November 17 will be available in about 12% of the brand’s stores, as well as to the company’s online store. Fashionistas and collectors shall definitely hurry!
written by Helena Mt.