Marni for H&M

Tomorrow, the 8th of March, there are finally real designer fabrics at H & M: Marni launched for H & M! At 10 o’clock the hunt is on at luxury bargain. The pieces of the Italian label are only available in selected stores and online. 

The hype in the run-up was similar in size as Versace, Lanvin, and Karl Lagerfeld for H & M. This means for real fashion fans to get up early: With the launching of the recent H & M designer collections, people camped out in front of the stores and scrambled for the most beautiful pieces.

The cooperation of the fashion house H & M with great designers has reached its peak- and slow-going at the end. The marketing effect is exhausted; the democratization of fashion is not only to test fashion designers. Karl Lagerfeld, the first major designer who - exactly six years ago- developed for H & M collection, has shown the way: With a personal touch is the overwhelming market and marketing impact of “fast fashion machinery” to a exclusive tutorial reinterpreted.

 

H & M is already known for years that it's cheaper and faster. So you do not notice it H & M just put more often long-lasting names on it. Margareta van den Bosch is aimed at with a big name a mother of collaborations. She was chief designer chef of H & M several years ago but now she serves on these cooperation projects with named fashion designers. The idea, she says, was to become reality, as they realized at a meeting that her art director Lagerfeld knows personally. The successful collaboration with the fashion designer was the spark for many high-low partnerships. Stella McCartney, Viktor & Rolf, Roberto Cavalli, Matthew Williamson, Jimmy Choo, and even the otherwise closed Japanese avant-gardes Rei Kawakubo: They all had their 15 minutes of fame in the big public.  

But I think the effect of co-marketing model is so exhausted that not much more can come.It's nothing special anymore, too many desingers had cooperations with low-budget fashion companies and retail trades are the opinion that such collections will  harm to the image for a long-term.