Palm Springs, CA—Why it must be music to fashionistas’ ears. At a party held Saturday at the Coachella Music Festival, H&M announced that their next designer collaboration will be with Alexander Wang—the retailer’s first collaboration with an American designer.
Following H&M’s surprise announcement, VIPs such as Katy Perry, Robert Pattinson, Kate Bosworth, Alexander Skarsgard and more than 700 hundred guests enjoyed performances by headliner Major Lazer, as well as Jesse Marco, Just Blaze, and Iggy Azalea. Lorde, Florence Welch, Chanel Iman, Fergie, Rosie Huntington-Whiteley, Jourdan Dunn, Kasia Struss, and Zoe Kravitz all came out to dance at what they thought was an H&M after party or an Alexander Wang Coachella party.
‘To Push Boundaries’
Planned to hit 250 stores worldwide and online on Nov. 6, the Alexander Wang x H&M collection will feature apparel and accessories for both men and women.
“I am honored to be a part of H&M’s designer collaborations. The work with their team is an exciting, fun process. They are very open to push boundaries and to set a platform for creativity. This will be a great way for a wider audience to experience elements of the Alexander Wang brand and lifestyle,” Wang said.
The New York based fashion designer’s eponymous brand has firmly established itself by perpetually evolving and re-contextualizing the urban uniform, since it was launched on the runway in 2007. Alexander Wang’s core sensibility is a reflection on contrasts, blending seamlessly between the refined and the imperfect. His collections have an “unprecious outlook on fashion,” and always reflect a sense of ease.
“Alexander Wang is one of the most important voices in fashion today. He understands exactly what people want to wear and does it with an energy and passion that’s infectious. It feels incredible to be collaborating with him this year,” said Margareta van den Bosch, H&M’s creative advisor.
The collaboration marks H&M’s 12th design collaboration will mark the very first time an American designer will work with the Swedish brand. In addition to clothing, the collection also proposes a new take on lifestyle product offerings that goes beyond just fashion.