Quel surprise? No, not really, after witnessing the designer and H&M whirlwind collaborations that have wiped out stores already this year. Images of shoppers frantically grabbing any Marni for H&M pieces they could get their hands on until a shrill whistle noted time up at Oxford Street’s H&M store springs to mind.
It’s a European affair – with Swedish High Street giant announcing an exclusive collaboration with the Belgian fashion house Maison Martin Margiela who will produce an A/W 12 collection launching on 15th November. Martin Margiela already feel more than comfortable with collaborating ideas as the fashion house believe in working as a team to design rather than the focus being on an individual. Their collections have always expressed a philosophy to create and conceptualise radically in order to shock the fashion world – their A/W 12 Menswear collection included pieces made of bin bags, and jewelry made of ice cubes were seen at their S/S 06 Womenswear show. Thus, there is no doubt that Margiela will have a few interesting tricks up their sleeve for this H&M collab. For now, all we have is an announcement and one sketch each for both Menswear and Womenswear? Only time will tell what this exciting venture has in store for the High street, but predictions for the success of this collaboration definitely involve frantic shoppers and whistle blowing. – GWC