Lanvin For H&M? Yep, Totally Happening!
If you are a fashion brand purist who loathes the recent wave of luxury brands partnerships with value added retail chains like H&M, Target, Kohls, etc., Lanvin’s latest announcement just may send you into a tissy. After much speculation and some heavy marketing from H&M, it was announced, that Lanvin artistic director Alber Elbaz, and menswear designer Lucas Ossendrijver have designed a special collection for the chic and affordable retailer.
“H&M approached us to collaborate, and see if we could translate the dream we created at Lanvin to a wider audience, not just a dress for less,” explained Alber Elbaz. And defended Lavin’s decision to collaborate with H&M, saying “I have said in the past that I would never do a mass-market collection, but what intrigued me was the idea of H&M going luxury rather than Lanvin going public. This has been an exceptional exercise, where two companies at opposite poles can work together because we share the same philosophy of bringing joy and beauty to men and women around the world.”
It should come as no surprise that H&M is giddy with excitement about landing such an influential brand. “We are thrilled about Lanvin’s collection for H&M, it is such an exciting moment. Lanvin will bring to H&M a luxurious French tradition that is also modern and playful. It is very much a Lanvin collection, using their cut and tailoring, with lots of focus on form and details for both women and men. The launch in November is going to be full of wonderful surprises,” gushed, Margareta van den Bosch, creative advisor at H&M.
I, for one, am already anxiously awaiting the collection but will have to wait till November.