When H&M first collaborated with Karl Lagerfeld in 2004, the retailer had no idea what would follow – 20 years of beloved designer collaborations with some of the most iconic brands in the world, and a complete democratisation of fashion for many shoppers who were able to get their hands on designer clothes for the first time. This year, H&M is celebrating this huge milestone with an exciting relaunch of a number of the most popular collections, from the likes of Stella McCartney and Marni to Simone Rocha and Versace. A number of items have been sourced through partnerships with Sellpy and other global vintage retailers as part of H&M's Pre-Loved programme – and will be sold at various stores around the world over seven drops, starting in Paris on Thursday 24 October, and ending in Berlin on Wednesday 30 October, with the collections launching online worldwide the following day.
"I think that all the collaborations have been really memorable in their own way," Ann-Sofie Johannson, creative advisor and head of design, tells us. "It’s 20 years of amazing history, amazing fun and amazing clothes. Looking back, I think that what is so special about the H&M collaboration concept is the way that we really encourage each individual designer to tap into their own DNA and archive.
That was always at the heart of the H&M collaboration model – it was about capturing the essence of each brand or designer. Because of this, so many of our collaborations have given our customers the.