New York—One of the hottest trends in the fashion industry has nothing to do with hemlines or fabrics. Its collaborations. And to celebrate its latest collaboration with Alexander Wang, H&M is releasing a book in select stores about its own collaborations.
The retailer is a pioneer in designer collaborations and has dug into its archive to highlight a decade of partnering with luxury designers in an exclusive collector’s edition book available in select H&M stores on Nov. 6.
In 2004, the Karl Lagerfeld for H&M collection changed fashion forever by bringing luxury style to a new audience at affordable prices. “Taste and looking chic is no longer a question of money or how you spend, but how you create a unique sense of style,” Lagerfeld said.
The “democratization of fashion” is in the H&M DNA and for the past ten years the Swedish brand has exposed cutting edge designs from all the modern day greats. From Stella McCartney’s dedication to create eco-conscious pieces to Sonia Rykiel’s knitwear, to the glitz of Versace the brand has redirected fashion retail trends and proven chic is not a question of money.
The book, The First Ten Years takes readers through the creative journey of past to present designer collaborations. With dedicated chapters for each designer, readers can expect an insider view of archive materials surrounding each collection. In addition to ad campaigns, quotes and interviews some never before seen materials will be woven into this read.
On Oct. 27, H&M’s NYC flagship at 589 Fifth Avenue will applaud the past decade with a commemorative design retrospective in-store showcasing iconic looks from each past designer ending with this year’s Alexander Wang x H&M collection. In anticipation of the Alexander Wang x H&M collection, the store will showcase a new look daily to give window-shoppers the opportunity to see the pieces in person and make their list before the Nov. 6 launch.
The First Ten Years, a 140-page collector’s edition will feature the designs and imagery from Karl Lagerfeld, Stella McCartney, Viktor & Rolf, Roberto Cavalli, Commes des Garcons, Matthew Williamson, Jimmy Choo, Sonia Rykiel, Lanvin, Versace, Marni, Maison Martin Margiela, Isabel Marant and Alexander Wang. The book retails for $34.95 price.