H&M Designer Collaborations – The First Ten Years
Viktor and Rolf
Maison Martin Margiela
From Karl Lagerfeld in 2004 to Alexander Wang in 2014, each designer collaboration will be featured in a chapter containing archive material such as campaign visuals and behind-the-scenes pictures alongside some new images of key pieces from the collections. There will also be a text in each chapter based on interviews with the designer and others, which tells the story of the collaboration and how it came about.
The First Ten Years is a charity project: 25% of the cover price goes to UNICEF’s work against child marriage.
Margareta van den Bosch, Creative Advisor at H&M
“I am so excited to be celebrating the tenth anniversary of our designer collaborations with the amazing collection by Alexander Wang. In the past ten years, we have collaborated with some of the most important designers today, starting with Karl Lagerfeld in 2004, It has been an amazing journey, and I have had so many unforgettable experiences. With each collaboration, fashion fans around the world have had the chance to wear some of the most incredible pieces, proving that great design is more than about price." Margareta van den Bosch.
Karl Lagerfeld 2004
“I think that the idea of “Karl Lagerfeld for H&M" is very interesting in terms of the history of fashion. It’s modern. The days when designers could lose their jobs because it was linked to a collection for an inexpensive brand are over. H&M has made inexpensive desirable. Today this is fashion," says Karl Lagerfeld.
Stella McCartney 2005
“Designing a one off collection for H&M is one of the most exciting and innovative ways to introduce my clothes to a broader range of women," Stella McCartney.
“This one off collection is a ‘best of’ Stella McCartney. So many people come up to me and say ‘I love your designs but could never afford them’. This collaboration is a great way to speak to a wider audience and let them get to know me and my designs better," says Stella McCartney.
“Fit and details are really important to me when I’m working on a design. I prefer to work with items that work together or independently. My one off collection for H&M is pretty much like the pieces I do for my own signature collection. It is built around separates. Styling is the key. No matter how personal the design is, what really counts are the way you put things together and how you express your own personality," says Stella McCartney.
Viktor and Rolf 2006
“If Haute couture is the most sublime form of fashion, H&M is fashion at its most democratic. Our roots are based in couture. It’s the heart and soul of our work. But we also love to play with opposites: transformation is a key element of our signature style. For us, fashion is an antidote to reality. It’s a great opportunity to communicate our vision with such a large audience of H&M devotee," say the designers Viktor & Rolf.
Roberto Cavalli 2007
“I love freedom and challenges: breaking down barriers, experimenting in different directions. H&M is all this for me. I will add a dash of festivity and dreams," explains Roberto Cavalli.
“Fashion is an expression of freedom. This collaboration with H&M allows me to give a gift to the young audience that loves what I do, and identifies with my creativity, but might not be able to own a Roberto Cavalli piece. The collection I have designed for H&M contains all the elements of my signature Cavalli style, and is infused with glamour and joy," explains Roberto Cavalli.
Comme des Garçons 2008
“I have always been interested in the balance between creation and business. It is a dilemma, although for me creation has always been the first priority. It is a fascinating challenge to work with H&M since it is a chance to take the dilemma to its extreme, and try to solve it," says Rei Kawakubo, Comme des Garçons.
“I thought it would be an exciting event to work with H&M in order to sell Comme des Garçons clothes in places where they have never been sold and to appeal to people who may not yet understand Comme des Garçons. Marrying the commercial expertise of H&M with Comme des Garçons creation was a fascinating challenge," says Rei Kawakubo, Comme des Garçons.
MATTHEW WILLIAMSON 2009
“It is an incredible opportunity to be working with H&M, creating a ‘Matthew Williamson for H&M’ capsule collection. I love the fact that H&M have created a new phenomenon in fashion through the pioneering concept of collaborating with high-end designers to create one-off limited edition capsule collections. I am thrilled that my creations for H&M will be accessible to and hopefully enjoyed by so many people around the world," says Matthew Williamson.
Jimmy Choo 2009
“We are privileged to be among the fashion greats who have been affiliated with H&M so far, and to be designing a collection appealing to fashion savvy, street smart women, and to be including some great pieces for men, too. Jimmy Choo will bring to H&M a sophisticated, fashion forward, accessible and glamorous collection – the perfect party pieces to buy now and then wear out that night!" Tamara Mellon, Founder and President, Jimmy Choo.
“This has been an exceptional exercise, where two companies at opposite poles can work together because we share the same philosophy of bringing joy and beauty to men and women around the world." Alber Elbaz, artistic director of Lanvin.
“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.
“I wanted to create a true Marni wardrobe by revisiting all our favorite pieces in signature fabrics and prints." Consuelo Castiglioni, Founder and Creative Director.
Maison Martin Margiela 2012
“We are very happy to present MAISON MARTIN MARGIELA pieces with H&M, offering a new interpretation of our vision. The democracy of our fashion has always been at the centre of our creativity, and the collaboration with H&M allows us to push this instinct further. We will bring together the contrasting universesof the two houses in ways that will surprise all." MAISON MARTIN MARGIELA
Isabel Marant 2013
“I am flattered by this collaboration: H&M works with the best designers and this invitation is an exciting honour. I aim at creating something real, that women want to wear in their everyday lives, with a certain carelessness, which I think is very Parisian: you dress up, but do not pay too much attention and still look sexy. The collection is infused with this kind of easiness and attitude. Everything can be mixed following one’s own instincts: my take on fashion is all about personality," says Isabel Marant.
Alexander Wang 2014
“I am honored to be a part of H&M’s designer collaborations. The work with their team is an exciting, fun process. They are very open to push boundaries and to set a platform for creativity," says Alexander Wang.