Brave is the label that follows in Balmain’s footsteps to collaborate with H&M. Last year, Oliver Rousteing’s Parisian label designed a collection with the high-street brand and the retail industry exploded. There were queues overnight and dresses being resold on the black market at 10 times the original price. Such was the cult of this particular collab that I had a fight over a T-shirt that I’ve never actually worn.
So, “how do you follow a success story like that?” is the question being thrown non-rhetorically at Kenzo, the Parisian label which has just announced an autumn/winter collection with H&M. The Kenzo x H&M collection will “drop” globally on 3 November, and includes womenswear, menswear and accessories. Kenzo has described the collection as focusing on “creativity, fun and love of fashion”. Carol Lim and Humberto Leon, the creative directors, said: “With this collaboration with H&M, we want to think big, push the boundaries and bring the new energy of Kenzo to everyone around the world.”
Do collabarations help?