H&M is marking its 20th anniversary of designer partnerships by revisiting iconic collections. This celebration will include a series of global drops, bringing back fashion classics.
- The initiative will see a re-release of notable collections, including collaborations with Marni and Moschino.
- H&M pioneered accessible luxury in 2004 with Karl Lagerfeld, setting a trend for subsequent collaborations.
- The fashion giant is promoting circularity by sourcing re-released items from Sellpy and other vintage retailers.
- Events will take place globally in major cities with in-store and online releases in late October.
H&M is celebrating two decades of collaborative innovation by revisiting some of its most iconic designer partnerships. This initiative highlights the brand’s commitment to making luxury accessible, a vision that began in 2004 with Karl Lagerfeld, then Chanel’s creative director. These collections, including those with Marni and Moschino, are set to be re-released to enthusiastic audiences.
This twentieth-anniversary celebration involves a strategic series of drops across seven major cities globally. Starting at the Paris Lafayette shop on 24 October, these events will subsequently occur in London, Milan, New York, Barcelona, Stockholm, and end in Berlin on 30 October. All launches will feature in-store activations, followed by an online release on 31 October, offering fashion enthusiasts a unique shopping experience.
The brand’s initiative is firmly rooted in sustainability, using a ‘pre-loved’ approach. By collaborating with Sellpy and various international vintage retailers, H&M aims to foster a more circular economy in fashion. This eco-conscious strategy not only gives a new leash of life to coveted designs but aligns with H&M’s ongoing environmental commitments.
Jörgen Andersson, H&M’s Creative Director, expressed enthusiasm for the project: “Through working with pre-loved pieces, we can bring these collections back to fashion fans, giving them the chance to love these collections all over again while introducing iconic fashion moments from H&M and the world’s top design talents to a new generation.”
Ann-Sofie Johansson, H&M’s Creative Advisor, stated the brand’s desire to connect quality and creativity with a global audience. She emphasised that H&M strives to make high-quality fashion available for everyone, reinforcing the ethos behind their acclaimed designer collaborations.
H&M’s celebration of 20 years of designer collaborations is a seminal moment in making luxury fashion accessible worldwide.
