Clothing retails giants H&M have a penchant for provoking conversations with their annual designer collaborations. Last year, the brand chose to partner with Paris-based label, Balmain, and the collaboration generated so much pre-hype that the entire collection was sold out within minutes, in stores and online. The year before that it was a joint venture with minimalistic designer Alexander Wang and Isabel Marant.
Obviously H&M knows how to pick winners and this year is no different since the brand has announced that it will be launching a bespoke collection designed by Carol Lim and Humberto Leon, the brains behind Kenzo.
Running under the prestigious LVMH conglomerate umbrella, Japanese originated fashion label Kenzo is also no stranger to highly anticipated collaborations, including one this year where they created Jungle Book themed merchandise in time with the movie’s release.
This collaboration is touted to be different from others simply because the design house is known for its unique aesthetic and distinctive identity. While the Balmain collection last year embodied high-octane glamour and was unabashedly sexy, Kenzo is set to take a very dissimilar direction that is more youthful, vibrant and effortless in its appeal. It aims to share its story and ethos with a wider audience through this partnership.
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