Key Fashion Moment : 2004 – 2018 : H&M and the designers

H&M, the Swedish ready-to-wear giant, distinguishes itself through its collaborations with the most influential fashion designers. It was Karl Lagerfeld who got the ball rolling in 2004, followed by Stella McCartney, Comme des Garçons and Sonia Rykiel to name a few. It’s been 14 years since the first special delivery arrived in H&M stores across the world, generally at the end of the year. We can still remember the buzz around Versace in 2011, with stocks gone in a matter of days. Maison Margiela in 2012 and Alexander Wang in 2014 surprised many with a number of celebrities present for the launch evenings in New York whilst in Paris, Isabel Marant in 2013 and Balmain in 2015 unleashed crowds by proposing clothes of course for both men and women, but also accessories loyal to their brands’ image. H&M also dares to go further, in shapes, colours and prints with delicacy according to Marni in 2012, or the house of Kenzo in 2016 whilst Erdem showcased a new version of romanticism with accessible prices. And that’s without counting the announcement of this year’s guest designer, for 2018 it’s the Italian house of Moschino’s turn to propose a special collection for H&M. Jeremy Scott, the house’s Artistic director, will certainly surprise us through his sense of humour and colourful clothes.