Swedish fashion chain H&M has over 200 stores in the United States and launched online shopping for American customers last year. But despite the lavish lure of Hollywood Hills and marvelous Manhattan, the company has never collaborated with an American designer – until now. This fall the brand will be graced with the flair of none other than Alexander Wang.
“We are of course happy about the collaboration, and we look forward to giving more information closer to the launch,” H&M press secretary Karin Bringevall told YLC when the news was made public.
The chain has hosted designs by fashion elites such as Isabel Marant, Karl Lagerfeld, Stella McCartney and Versace. Alexander Wang is the next in an increasingly impressive legacy.
Wang’s typical approach to fashion is irreverent and relaxed, or as H&M describes it, a seamless blend “between the refined and the imperfect” – a perfect match for Swedish sensibilities”.
“Alexander Wang is one of the most important voices in fashion today,” said H&M creative advisor Margareta van de Bosch in a statement to the press.
“He understands exactly what people want to wear and does it with an energy and passion that’s infectious.”
Ever audacious, Wang announced the collaboration via his Instagram account, and the official statement came during the Coachella Music Festival.
Wang said he hopes the collection will bring elements of luxury lifestyle and fashion to a wider audience, and that he is honoured to work with H&M.
“The work with their team is an exciting, fun process,” said Wang in an official statement.
“They are very open to pushing boundaries and to set a platform for creativity.”
The collection, including both apparel and accessories, will be available online on November 6, 2014, and will be sold in 250 H&M stores across the globe.
Featured Image: Collage of logo and press image by Steven Klein