The fast fashion giant is ready to conquer the world. It all started in 2001, when H&M asked Karl Lagerfeld to design a totally new and unique collection for their brand. The idea was to combine the fast fashion retailer with a high-end designer. The process was to create a capsule collection (on a limited edition run) of the company’s products. Since then, H&M has collaborated with the best international luxury fashion houses: from Marni to Versace, from Viktor and Rolf to Lanvin, through Jimmy Choo and Sonia Rykiel. H&M discovered that the “masstige” tendence really works. This phenomenon, in fact, allows consumers to buy designer clothes at a really accessible price. It is the contraction of two words: “mass market” and “prestige”. And this is all about: low cost brands come together with high end designers. Such strategy is totally a “win win” one: H&M is then perceived has a high quality brand, increasing its value and, at the same time, the luxury brand is able to reach a new market, which it does not usually serve. Luxury has gone democratic!
However, what is really crucial is the creation of the event itself. Long queues started to pop up in front of the stores at the day of the launch, made of fans eager to conquest (or simply grab) a piece of designer clothing at an affordable price (not with respect to the classical prices of H&M, clearly). These events are nowadays creating a viral campaign of which even Apple will be afraid of. And today, H&M is still working on this new philosophy. The 5th of November, the new SS 2016 collection was launched and made available in all H&M’s stores. And guess who is the special guest? The French house: Balmain. The haute couture Parisian house is known in particular for its rich and embellished outfit, with a fierce twist and a magnificent use of different materials. Strong shouldered tailoring, and high waisted belt are back (or maybe they never left) but they reborn in an exclusive way. With monochrome jumpsuits, military and tuxedo jackets, and satin trousers, H&M and Balmain are directed to confident women and men, who are not afraid to show their strength. The accessories of the collection, which include oversized rings, armour like belts and chuncky necklaces, clearly states that the H&M and Balmain Nation is made for every day life warriors. Warriors with a really cool vibe, of course. And if you want to be part of the real Balmain team, don’t forget the hasthag #HMBailmaination!
