H&M + Paypal = IVYREVEL

Once upon a time when people thought about fashion, the reference was only one: the one of the "great names", designers who imposed trends without following them.

Then the fast fashion squad arrived, reproducing iconic styles in a quicker and cheaper way and making them available to the avid fashion public.

The latest evolution of the phenomenon is called Ivyrevel, a Stockholm-based digital-only label that promises to give customers what they actually want. 

Ivyrevel uses algorithms and in-depth data analysis to continually update styles and silhouettes with the shopper in mind, selling its offer only online and only in limited edition.

The first collection you can find on the website is very Balmain-esque, or better, it's very Balmain x H&M. 

This doesn’t sound so strange, considering that H&M is one of the major investors of Ivyrevel, giving the new brand support in terms of production and strategy. Paypal is also involved as a partner and advisor in the fields they know best: payment and distribution.

Ivyrevel hyper technological team looks like it is ready to conquer the world, but is this the end of designers' passion and creativity?