Let’s make this clear: you didn’t sleep well, work was exhausting, then it started raining on your way back. Pressure in your left tire was really low, or you missed your bus… Coming home sad, tired, annoyed. Looking at the mirror, you think, oh. Oh no. I’ve just spent another day of my life not wearing designer brands!
Who knows that feeling? Hmm? You don’t have to worry though. You can keep sleeping like a baby on your £19.99 Ikea bed, because your old friend H&M comes with a mission to spread love, positivity and sell clothes produced in Cambodia that are meant to be like Versace, Balmain or Kenzo, and what’s most important here – make you feel like you’re really wearing those brands. We all want to look cute, attractive and cross the town square with confidence while hot football-loving boys stare at us wearing these breath-taking outfits.
Not feeling like buying your white t-shirt in Valentino on Bond Street, where you can’t even afford to breathe? Thank god Swedish chain, which on a daily basis sells Justin Bieber hoodies, £5.99 t-shirts, Justin Bieber hoodies and Justin Bieber t-shirts(what a variety) once a year makes a collection with a popular (in most cases) fashion brand. It all started over ten years ago, with names as inspiring as Lagerfeld or Comme Des Garçons. After many years of success, which in this case means people literally killing each other on the launch day, spending long long hours queuing, and then reselling clothes for at least twice its price on eBay, H&M keeps riding this profitable bike.
The newest collab between tasteful Swedes and a high-end giant will drop this November and we can definitely expect something interesting as this year’s brand is Moschino. To mark this occasion, I chose 5 of my favourite H&M collaborations so far.
5. Erdem for H&M
The first one on my list is the collection from last year, which happened to be so interesting, it reached out to a lot of my friends, even though the brand itself isn’t that famous and operates only in the world of womenswear. Canadian-Turkish-English designer (oh god, this guy must have a lot of passports) designs pretty vintage-looking garments with floral prints. To promote the collection, H&M made a short film directed by Baz Luhrmann, that tells a story of two gay boys who hooked up at a dinner party in the old castle while the old lady was watching. Sounds chic.
Despite the ridiculous idea, I enjoyed the whole concept of working with a brand that’s both luxurious and relatively unknown to the general public. It was also the only chance to ever get your hands on Erdem menswear, as the brand only sells womenswear as mentioned before. A silky pajama looking floral outfit is definitely my favourite here.
4. Balmain for H&M
Balmain’s creative director, young and beautiful Olivier Rousteing knows how to play the game. A few years ago, when his brand was on top of the game(it still kind of is, though), they announced the release of a collection with H&M and world went absolutely crazy. Favourite brand of all the Jenner-Kardashians, that sells clothes looking rich, expensive, covered in heavy golden embroidery, tons of pearls and other sparkly shit like that – it all made people wait for long hours, just to get a t-shirt saying “Balmain London” or “France” or just “Europe” if you’re from an irrelevant city, which of course is a cheaper copy of £185 Balmain logo top.
The collection is the typical Balmain rich and famous show-off style we all want and love – leather joggers, biker jeans, evening double-breasted blazers, heavy embroidered bomber jackets, leather jackets, military-style overcoats… With a campaign starring Kendall Jenner and Gigi Hadid, and a strong TV advertising that in fact, started after the collection officially sold out, everyone was talking about this, well, beautiful mess.
3. Alexander Wang for H&M
Sex sells best. Things that lead to it sell almost as good. Sportswear is one of these things. Guys who look like they’re going to the gym will always seem sexier than ones that look like a fucking Christmas tree. Period.
Alexander Wang is one of the smarter designers of our times. His garments often black, inspired by hip hop culture, are very wearable, appealing and versatile. His love for the synthetic sport and Activewear fabrics can be seen in his collection for H&M.
Who wouldn’t like to see guys running around in designer leggings and neoprene sweatshirts? Or girls dressed like they just came back from casting to the newest Tomb Raider movie? This collection gave us something fresh and attractive and filled The blogosphere with an overwhelming amount of WANG hype. Yasssssss.
2. Maison Martin Margiela for H&M
Just a moment before John Galliano took over the Margiela fashion house, the brand created an artistic collection, some sort of throwback Thursday selection of what the legendary Belgian designer introduced to people in the past. Full of crazy, typical for Margiela ideas, such as painted shoes, painted jeans, reversed jackets, sweaters made of football scarves, fur coat, crazy necklaces, duvet-coat (amazing). I remember buying myself a sweater illusion long sleeve top and a pair of Chelsea boots painted in white, that I never wore in public because at 16 years old, I was too scared of people’s reaction.
The avant-garde collection wasn’t a commercial hit but gave us some of the most remarkable pieces ever created in a designer collab. The quality was amazing and online hype for a camel coat that Kanye West wore to the launch event – mental.
1. Versace for H&M
Some people just play by different rules. I’m rich bitch, I’m the upper class sings Lady Gaga, in her 2013 song about Donatella Versace – the woman who takes kitsch to such Italian, such fabulous level that everything can be forgiven.
Donatella first refused to work with a high street chain, which made the whole collaboration even more exclusive when the project was finally announced. A collection full of pink, sparkling dresses worn by blond runway heroines and men’s patterned suits and leather jackets made an amazing glamorous impression. And come on, Prince performed at the after-party, everyone lost their shit.