H&M links up with French ‘cult’ fashion label

H&M links up with French 'cult' fashion label
Swedish clothing retailer Hennes & Mauritz (H&M) revealed Tuesday that it would be joining forces with French fashion label Maison Martin Margiela for this year’s winter catalogue.

“The collaboration will immerse H&M in the playful world of Maison Martin Margiela, giving fashion lovers around the world the chance to wear pieces from this mysterious brand,” H&M wrote in a statement.

Maison Martin Margiela, a company which first appeared on the Parisian catwalks in 1988, has captured the world’s attention with their unconventional designs.

H&M spokespeople stated that the “cult” French label had “long influenced the mainstream with its radical ideas and experiments with clothing”, adding that the project will provide a unique opportunity for fashion lovers.

Meanwhile, the French label’s spokesperson has beamed at the chance to be represented by the Swedish household name.

“We are very happy to present Maison Martin Margiela pieces with H&M, offering a new interpretation of our vision,” said the French company in a statement on Tuesday.

“The democracy of our fashion has always been at the centre of our creativity, and the collaboration with H&M allows us to push this instinct further. We will bring together the contrasting universes of the two houses in ways that will surprise all.”

The collaboration follows a long line of designer label partnerships for H&M, with recent match-ups including Versace, Lanvin, Karl Lagerfeld, Stella McCartney, Comme des Garçons and, most recently, Marni.

The collection will be launched on November 15 in 230 H&M stores worldwide, and also online.

Oliver Gee

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