H&M Celebrates Collaborations With The First Ten Years Book

H&M celebrates ten years of collaboration with a book titled The First 10 Years. Between the pages of this book, on sale since November 6, lives a decade of collections that have canceled the barriers between high fashion and street fashion.

Consumerism meets creativity, the Swedish giant renowned names such as Stella McCartney, Lanvin, Sonia Rykiel, Marni, Maison Martin Margiela, Isabel Marant o Alexander Wang. Even now after all this time a state of excitement pervades the thin ranks of fashionistas every time you announced a new partnership, resulting first in a battle of rumors and previews via blogs and then hours of queues in front of shops in the chain Swedish scattered throughout the world.

The first to realize the subversive potential of such a project is Karl Lagerfeld. He is fascinated by the idea of meeting a well-dressed woman in the street and, thinking that leads Chanel clothes, remain puzzled to find that they are actually leaders H&M.

The German designer understands that style is a matter of taste, not money.

It's 2004 and so began the revolution: democratize fashion.

When the collection, a range of clothes inspired by the look of the designer and the classical dualism color black and white, arrives in stores will be sold out in a few hours.

And 'pure mass hysteria for Karl. Although Lagerfeld interviewed thereafter, has accused the retailer of snobbery for scoring a limited number of pieces which nullifies its intention to make available to thousands of people creations before the top value, the fact remains that this marriage of talent has marked the history of fashion.

A story that continues with Stella McCartney excited states "I want people to understand what I do, instead of only seeing something in a glossy magazine."

H&M gives her the perfect opportunity to get to know, she turns into a best-of. In about 40 looks brings together the best of his past collections: sweaters, wool coat from classic cuts and silhouettes very dry.

Each collaboration surprises different recreates small jewelry low cost or illusions that disappear the first time you clutching your desire.

In 2006, Viktor & Rolf and H & M unite, creating the perfect wedding.Together marry perfect pieces for the day, such as jeans, sweaters and trench coats, as with other more sophisticated tuxedo, little black dress or even a wedding dress. Their is more than just a capsule collection is a love story as the characters tell themselves: "This collection is a celebration of a unique bond between two perhaps unlikely partners. Struck by love is materialized in the use of the heart and arrow motif. The womenís wear collection features the heart, the menís wear collection the arrow, and both graphic elements are used in a variation of techniques: embroidery, placed print and patchwork." 

Viktor & Rolf deserve the award for the most romantic collection, with the one four years later present Alber Elbaz. "The job of the designer is usually directed to a few, but the collection for H & M we have tried to offer the dream of luxury to a wider audience," says the designer of Lanvin, confirming a constant thought in the statements of all the protagonists of collaborations with H & M. Elbaz

Lanvin presents a number of delicious cocktail dresses, with maxistampe floral, bright colors, cuts and curls typical of the house. It 's the perfect collection for Christmas parties.

For a different kind of festivals are dedicated to the work of Cavalli, Versace and Matthew Williamson. If the last, thinking the summer and meetings by the pool, creating long caftans with vibrant exotic prints, the other two focus on glamor and lifestyle. Horses remains true to his style of luxury and animal prints, while Donatella Versace takes the archives of the house draped jersey dresses with metallic, studs, gold and multicolor printed panels.

H&M's season after season explores new worlds and styles, often far removed from their own. It's so for the laison with avant-garde designers like Maison Martin Margiela and Comme des Garcons. Rei Kawakubo chose a direct approach and dry while the Belgian brand remains true to its conceptual style and decide to work on deconstruction, stripping the habit of unnecessary structures and inventing new volumes. Sophisticated, avant-garde and popular style are a snapshot of that now annually renewed.

The primacy of partnership to all women and is dedicated to them. Designers and strong personalities such as Sonia Rykiel and Marni women's collections and create iconic, high-impact and success, which contain the best of their iconic pieces: the first knitting, batik prints and accessories beautiful and eccentric for the second.

Do you know which collaboration has been the most popular?

The award goes to Isabel Marant that helped her friends and customers Lou Doillon, Milla Jovovich and Alex Wek door shops line cool and easy to carry. "I am to create something real, that women want to wear in their everyday lives, with a certain carelessness, which I think is very Parisian says the designer. And this is what can be done. She created a series of easy pieces, with ethnic touch and fringe, slim silhouette and character. The public loves its proposal and Isabel pays off with an unexpected success.

The combination of H&M with high fashion brands is a good habit that no fashionistas want to lose that lasts the course of a season, and is renewed, always kept alive with curiosity to know what will be the new leaders.