H&M Designer Collaboration 2010 - Lanvin
"A while back there was a video circulating the interweb (as I like to call it) about H&M's new Designer Collaboration collection. The identity of the new designer was not actually revealed in the video but many speculated that the Swedish clothing company's newest partner in crime was none other than Lanvin's Alber Elbaz. They were, of course, 100% correct.
The whole point of H&M Designer Collaboration collection is to bring high end fashion to the masses. I think this is a very smart campaign and it has been quite successful for them in the past. Consumers love the idea of actually being able to afford clothes from their favourite designers, the designer's brand reaches a broader audience and H&M sells more clothes. Somehow, the value of the brands (both H&M's and the designer's) are not lessened. Rather, there is an air of exclusivity around the whole campaign because you can only attain these unique goods through H&M. Here is a short film showing some of the collection. What do you think?"