It all started with Stella McCartney. It was a new idea and it worked. Then it went downfall – anyone remembers Madonna’s collection, or Kylie’s bikinis last spring?
Yes, we are talking about H&M’s collaboration with fashion designers/icons – a great idea in itself, if a little too exploited recently (although, admittedly, the Viktor&Rolf one wasn’t bad at all). So, after ‘celebrities’ of all kinds started ‘designing’ for virtually every high-street brand out there, and rock bottom was hit with Lily Allen’s collection for New Look, it looked like the fad was over – and we all sighed a sigh of relief.
Or maybe not?
Maybe not, because they’re at it again. Good old H&M, never short of tricks. Only, this time the trick is so promising that I actually cannot wait to have a date to put down in my diary. To say that I’ll actually go queue outside the store at 5am on the day is still pushing it – but I’m planning to make a dignified appearance at around 10am, and then stock on as much as I can!
Because this time it’s not just any collaboration with any name that we’re talking about. This time, it’s with über-cool print designers Marimekko.
And that’s not even all! We won’t be getting just any flavour-of-the-season print. Marimekko have actually digged deep in their archives, and original prints from the 50’s, 60’s and 70’s emerged, which will feature in H&M’s Spring 2008 collection. Could it sound any more exciting than that?
Not much else is known about the collection, but the mood sketches the company are circulating already tell me that I’ll be sporting long bold-colours gowns this summer – just what I needed, to go with my signature giant-sized necklaces, and those great wooden-sole Trippen clogs….
Relevant posts: >> marimekko @ h&m – the preview
