Sunday 13 April 2014

Alexander Wang x H&M: A Genius Collaboration

Versace. Margiela. Isabel Marant. Matthew Williamson. H&M has collaborated with some of the world's most prestigious designers but I could not be more excited for the Alexander Wang collection.

The news couldn't have been broken in a more dramatic way either. A video was released on Wang's official Instagram page which showed a countdown to one of fashion's most epic synergies:

Mass Sales on the Horizon 

I actually believe that this could become H&M's top selling designer collaboration of all time, surpassing Karl Lagerfeld and Donatella Versace. Why?

Well, for one, when you announce a collaboration as huge as this via the designer's social media, as opposed to the store's website, you are bound to receive a hell of a lot more publicity. This campaign almost has shock value. Nobody saw it coming. All of a sudden, there's an Alexander Wang x H&M Coachella event, featuring Iggy Azalea? Woah. Where were the press releases or leaked sources?

From this Instagram picture of Iggy, we can see definite leather and graphic print influences. More than anything, those high-leg boots are insanely gorgeous.

Wang is all about the youth. He's a designer that understands streetwise aesthetics very well and embraces the concept of using modern, innovative fabric techniques. Previous collaborations, such as Matthew Williamson's, for instance, have a narrower target audience. It's fair to say that whilst Williamson is an incredible designer, his designs are very feminine and colourful, whilst Wang is edgy and limitless in his work. This well definitely sell to H&M's young demographic and I'm confident of that, even though we've seen no design previews yet!

90s graphic logo on mesh sweatshirt at Spring RTW 2014.

I credit H&M for continuing to collaborate with such high-end designers. It's wonderful to be able to have affordable designer pieces out there for the everyday shoppers who simply can't afford to have NET-A-PORTER as their homepage. This is definitely a venture that I will be continually following up on.

Leather cut-outs at Spring RTW 2013. 

H&M x Alexander Wang will release on November 6th.

Photo credits:

No comments:

Post a Comment