Over the past few years H&M have introduced designer collaborations, allowing high street shoppers to have the opportunity to afford brands from fashion houses they usually wouldn’t be able to splurge out on.
Marni, Versace and Jimmy Choo have all been involved in H&M collaborations in the past, all of which were great successes. And now Anna Dello Russo’s new collection, which went on sale on The 4th of October 2012, can be added to the list of successful collaborations.
It was the first time that H&M had chosen to involve a fashion persona rather than an actual fashion brand to do collaboration. “This is the sign of an important evolution in fashion, and I am both thrilled and humbled to be chosen to lead it.” Says Anna Dello Russo.
The editor at large definitely brought her exquisite sense of fashion and style into her collaboration with H&M.
The collection included a striking line of jewellery, shoes, sunglasses, bags, and suitcases. Animal motifs including snakes and crocodiles can be seen on some of the jewellery and Anna’s own pet pooch makes a cameo appearance on a clasp of one of the clutch bags. More expensive pieces from the collection consist of over the knee thigh skimming boots and an extravagant oversized feather fascinator.
This collection certainly comprises of very extravagant statement jewellery, shoes, sunglasses and luggage pieces, which are luxurious, yet mixed with vintage undertones. The whole point of the range is that it’s over the top and wouldn’t suit everyone, so this collection really is a true reflection of Anna Dello Russo who has previously been dubbed a ‘fashionista maniac’.
H&M’s very own creative advisor, Margareta Van Den Bosh, said ahead of the launch that shoppers were in for a treat.
‘There is something feisty and over the top in this collection,’ she said. ‘Our customers will find it incredibly exciting and extravagant, with a precious vintage feel. Mostly gold, it is truly spectacular: these pieces will give a new life to everyone’s wardrobe. The idea is to have luxury that you can play with, at an affordable price.’
Anna says her message is to ‘use accessories like a personal touch, as an amusing way to revitalize your life and wardrobe.’
‘You will turn an ordinary day into a sensational fashion week day,’ she said.
It looks as though H&M notched up yet another hit collaboration as shoppers queued from 6am to be first to get their hands on the editor-at-large’s collection. Whilst her range sold out online within three hours!
The next H&M collaboration that is being released in November is with Maison Martin Margiela, which will feature menswear, womenswear and accessories!
Written by Sejal Patel