What would one do, when one of his favourite brands ties up with a top designer to launch trendier designs? Of course, queue up from morning to get the hands on the product before anyone else does. Well, that’s what I wanted to do last Thursday when H & M launched its Marni Collection. But unfortunately I had to be at work by 8 am. On my way to work, I was envying everyone queuing outside the H & M flagship store in Regent Street, and it was the first topic of discussion with my Italian colleague in my office.
H&M has been known for collaborating with famous designers to produce special limited edition lines. In 2004, H&M collaborated with German designer Karl Lagerfeld, followed by Stella McCartney, Madonna, Roberto Cavalli, Matthew Williamson, Jimmy Choo, Lanvin and Versace to name a few. The special edition lines have been actually integrated to the style of H&M, only making it sexier and in some cases bolder. The commercials of the collaboration have a same format compared to the in-house line of H&M – an artistic colourful video displaying the line of Collection and with the Marni Collection directed by Sofia Coppola (who had previously directed commercials for Dior) appealing to the young and colour loving loyalists.
In an innovative way, H&M is a success story of collaborating with international designers in the field of fashion. During my break at work, I and my Italian colleague tried to shop something from the Marni Collection online without success, because by the time we tried to check out our shopping basket, the products were already sold off. I did pay a little visit after work to get my hands on a shirt from the collection, but was disappointed as all the size ‘S’ was sold off and other sizes are too big for me. So finally, I and my colleague have decided that one of us will take off work to get our hands on the next new collection by queuing up since morning. The next time I blog about a new H&M collection, I’ll have a happier story to tell!
