H&M continues with their innovative formula for keeping at the forefront of fashion design for the masses – they bring in new perspectives through intersections with haute couture designers. Earlier they have produced collections designed by, for instance, Stella McCartney or Viktor & Rolf that have been loved by customers and, more importantly, the media. A press release yesterday announced that this year’s cooperation will be with Japanese designer Rei Kawakubo, founder and owner of Comme Des Garcons.
It is obvious that H&M has understood the creative and commercial value of tearing down the barriers between different styles and levels of fashion and they have successfully exploited that insight. Kawakubo is a perfect partner since she is a highly original avant-garde designer who is known for her intellectual profile and integrity. But she is also interested in the balance between creation and business and the H&M project will give her a chance to explore that. She also seems to be open-minded when it comes to unexpected connections – she is the designer that Speedo cooperated with in the development of their racer swimsuit that I wrote a post about earlier.