H&M is bringing sexy back — with the help of Mugler, WWD has learned.
The Swedish fashion chain, resuming its high-profile designer collaborations in the post-pandemic period, is to unveil a tie-up with the Paris-based fashion house soon, sources told WWD.Mugler declined all comment.
H&M, which ignited high-low collaborations with a blockbuster 2004 collection by Karl Lagerfeld, has also sold collections by Stella McCartney, Moschino, Maison Margiela, Balmain, Isabel Marant, Comme des Garçons, Lanvin, Versace, Simon Rocha and Giambattista Valli. Most of them sold out briskly, occasionally unleashing pandemonium in the Swedish retailer’s flagship stores.
But its latest collaborations have been infrequent and more low-key, including a 2022 Iris Apfel x H&M line. It is understood H&M plans to put major firepower behind its 2023 design collaborations as competition for market share in the fast-fashion sector heats up.
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