Swedish fashion giant H&M is celebrating the 20th anniversary of it's famous guest designer collaborations through a special release of pre-loved items.
The exclusive selection brings together some of the most iconic creations from across the spectrum of H&M guest designers, from the first collaboration to the most recent.
The designers featured within the re-release project in chronological order are Karl Lagerfeld (2004), Stella McCartney (2005), Viktor & Rolf (2006), Roberto Cavalli (2007), Comme des Garcons by Rei Kawakubo (2008), Matthew Williamson (spring 2009), Jimmy Choo (autumn 2009), Sonia Rykiel (spring 2010), Lanvin (autumn 2010), Versace (2011), Marni (spring 2012), Maison Martin Margiela (autumn 2012), Isabel Marant (2013), Alexander Wang (2014), Balmain (2015), KENZO (2016), Erdem (2017), Moschino (2018), Giambattista Valli (2019), Simone Rocha (2021), Toga Archives (2021), Mugler (spring 2023), and Rabanne (autumn 2023).
Each of the pieces were sourced through partnerships with online pre-loved marketplace Sellpy and global vintage retailers. The pre-loved pieces will be available via a special sale through a series of drops in seven global stores, and online between October 24 - October 31. Each store will offer an elevated experience that not rekindles the nostalgia of fashion lovers but also appeals to a new generation of shoppers looking for rare and inspiring pieces. The schedule and locations are as follows:
1st drop: France - Paris Lafayette, Thursday 24 October
2nd drop: UK - London Regent Street, Friday 25 October
3rd drop: Italy - Milan Duomo, Saturday 26 October
4th drop: United States - New York Soho, Sunday 27 October
5th drop: Spain - Barcelona Paseo de Gracia, Monday 28 October
6th drop: Sweden - Stockholm Gotgatan and Drottninggatan, Tuesday 29 October
7th drop: Germany - Berlin Mitte, Wednesday 30 October
8th drop: Online - HM.com, Thursday 31 October
'Our aim was to introduce the world of fashion to consumers globally, while showcasing our connection to strong, thoughtful and original design. It connects to the fundamental ethos of H&M: that quality and creativity should be available for everyone,' Ann-Sofie Johansson, Creative Advisor, H&M said in a press release.
'Through working with pre-loved pieces, we can bring these collections back to fashion fans giving them the chance to love these collections all over again, while introducing iconic fashion moments from H&M and the world's top design talents to a new generation,' Jorgen Andersson, Creative Director, H&M added.
Since its first designer collection with Karl Lagerfeld in 2004, H and M has revolutionized the fashion industry by making the work of the world's greatest designers and brands accessible, expanding the profile of some of fashion's greatest creators, and cementing the principle that great design transcends price. Through its Pre-Loved project, H&M continues to reaffirm its ambition to make fashion both desirable and sustainable, while respecting the environment and the expectations of its customers.
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