Apr 27, 2017 | By WGSN Insider
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May 18, 2015
Brace yourself for another high profile mass-market-meets-high-end collaboration. Swedish fashion retailer Hennes & Mauritz said Monday it will launch an autumn collection with the Parisian house Balmain.
The latest in a long line of highly successful designer collaborations, the collection will feature clothing and accessories for both women and men, available in around 250 stores worldwide and online from November 5.
In an early publicity strike, Balmain’s creative director Olivier Rousteing and friends Kendall Jenner and Jourdan Dunn also walked the red carpet at The Billboard Music Awards on Sunday wearing pieces from the collection (pictured).
H&M, who scooped the Collaboration of the Year award at the WGSN Global Fashion Awards last Thursday for its previous tie-up with Alexander Wang, called Balmain “a veritable bastion of French luxury [which] has grown into a global pop-culture phenomenon.”
The pair are also attacking social media, inviting their fans to join a “movement of togetherness” with #HMBalmaination.
“I want to talk to my generation − this is my main aim as a designer,” said Rousteing. “H&M allows me the unique possibility of bringing everyone into the world of Balmain, getting a piece of the dream and creating a global #HMBalmaination: a movement of togetherness, fuelled on a hashtag.
He added: “The collaboration felt extremely natural to me as H&M is a brand that everybody connects to. It calls for unity, and I am all for it.”
H&M said Rousteing “has created a unique identity for the house, respectful of its couture DNA and rooted in the moment, with a showbiz flair. Highlighting its pop charm through the H&M collaboration came as a natural decision”.
Ann-Sofie Johansson, creative advisor at H&M, added: “With its mix of couture spirit and streetwear attitude, Balmain owns a unique style; opulent and direct, sensual and energetic. It is also closely linked to the entertainment and music worlds, which adds another element of surprise.”
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