This year marks the 20th anniversary of H&M’s groundbreaking guest designer collaborations, a movement that transformed the fashion industry. To celebrate this milestone, H&M is revisiting some of its most iconic collections through a unique release of pre-loved items.
H&M kicked off its designer collaboration journey in 2004 with fashion legend Karl Lagerfeld, then the creative director of Chanel. This initiative not only made high fashion accessible to the masses but also highlighted the talent of some of the industry’s greatest designers, reinforcing the idea that outstanding design doesn’t have to come with a hefty price tag. Each collaboration has brought its own flair, aligning with the values of the featured designers.
“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, ” written by Ann-Sofie Johansson, H&M ‘s Creative Advisor
Now, fashion enthusiasts can rediscover iconic pieces from these memorable
collaborations through H&M’s pre-loved initiative. Items have been sourced in partnership with the online marketplace Sellpy and various vintage retailers, giving a second life to cherished garments. This initiative reflects H&M’s commitment to a circular fashion economy and sustainable solutions.
Jörgen Andersson, H&M ‘s Creative Director shares, “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 exclusive selection features pieces from a wide range of guest designers, including Viktor & Rolf, Versace, Marni, Moschino, Stella McCartney, and Sonia Rykiel. The pre-loved items will be launched through a series of drops in seven global stores, complemented by an online release. Each in-store activation promises to offer a unique experience that brings these legendary collections to life.
Drop Schedule:
– 1st Drop: France – Paris Lafayette, Thursday, October 24th
– 2nd Drop: UK – London Regent Street, Friday, October 25th
– 3rd Drop: Italy – Milan Duomo, Saturday, October 26th
– 4th Drop: United States – New York Soho & Nolita, Sunday, October 27th
– 5th Drop: Spain – Barcelona Paseo de Gracia, Monday, October 28th
– 6th Drop: Sweden – Stockholm Götgatan and Drottninggatan, Tuesday, October 29th
– 7th Drop: Germany – Berlin Mitte, Wednesday, October 30th
– 8th Drop: Online (all applicable markets) – HM.com, Thursday, October 31st
The designers included in this re-release range from Karl Lagerfeld (2004) to recent collaborators like Mugler (spring 2023) and Rabanne (autumn 2023), highlighting a rich history of innovation in fashion. This special initiative not only celebrates two decades of creativity but also encourages sustainable fashion practices for the future.
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