H&M marks its 20th anniversary of designer collaborations with a unique release of pre-loved items.
- Starting in 2004, H&M’s collaborations have democratized high-end fashion by making it accessible.
- The pre-loved initiative gathers pieces from renowned designers like Karl Lagerfeld and Stella McCartney.
- First re-release takes place in Paris on 24 October, followed by London on 25 October.
- Ann-Sofie Johansson highlights the blend of quality, creativity, and accessibility in this initiative.
In celebration of two decades since its inaugural designer collection, initiated with Chanel’s then creative director Karl Lagerfeld in 2004, H&M unveils a significant release of pre-loved items. This initiative allows fashion enthusiasts a second opportunity to acquire pieces originally created in collaboration with some of the world’s most prestigious designers.
This bold step aligns with H&M’s ethos of making high-end fashion accessible to the general public. The collaboration between H&M and these designers has historically brought exclusive styles to a wider audience. The pre-loved items being re-released have been meticulously sourced through partnerships with online marketplace Sellpy and various global vintage retailers.
The array of designers featured in this re-release is a testament to H&M’s longstanding commitment to fashion innovation. It includes iconic names such as Karl Lagerfeld, who set the collaboration precedent in 2004, and successive collections with Stella McCartney (2005) and Roberto Cavalli (2007). More recent contributions from brands like Moschino (2018), Simone Rocha (2021), and Mugler and Rabanne in 2023 further highlight the diverse creative partnerships fostered by H&M.
The initiative’s timeline begins with the first drop at H&M’s Paris Lafayette store on 24 October, followed closely by availability at London’s Regent Street store on 25 October. This marks a strategic rollout in major fashion capitals, ensuring maximum reach and engagement with a diverse consumer base.
Ann-Sofie Johansson, H&M’s creative advisor, reflects on the release, expressing that the goal was to ‘introduce the world of fashion to consumers globally, while showcasing our connection to strong, thoughtful and original design.’ This articulation underscores H&M’s mission of providing quality and creative fashion to everyone, regardless of geographical boundaries.
H&M’s 20th-anniversary initiative eloquently reinforces its enduring legacy of making high fashion accessible and sustainable.
