As H&M get ready to release their latest high fashion collaboration, Emma O’Regan-Reidy evaluates the true value of this yearly fashion crossover.
SHOWCASING high-profile faces such as musical artist Chance the Rapper and supermodel Iman, the collaboration between the French luxury house Kenzo and H&M boasts Kenzo’s signature prints on H&M’s casual day-to-night wear. Each piece dismisses the typical warm tones of the autumn season with their kaleidoscopic designs.
“While Prada and others may indeed look down upon it, collaborations such as Kenzo x H&M make often bizarre and admittedly elitist high fashion more approachable and affordable.”
Bold colours are audaciously manipulated into geometric shapes and animal prints, which can seamlessly be incorporated into an eye-catching outfit for any occasion.
Miuccia Prada, of the eponymous iconic Italian fashion house, has in the past expressed her reluctance to allow a Prada/high street collaboration, saying that collections between luxury brands and stores such as Topshop or H&M merely produce “a bad copy” of the original.
While Prada and others may indeed look down upon it, collaborations such as Kenzo x H&M make often bizarre and admittedly elitist high fashion more approachable and affordable, by translating avant-garde patterns and styles on to more casual everyday pieces. This integration of luxury brands that most people probably wouldn’t ordinarily know into the price range of middle class consumers promotes the brand and, often, strengthens the house’s reputation.
“These collaborations are also a gateway to high fashion for those who wouldn’t normally be exposed to brands such as Kenzo.”
These collaborations are also a gateway to high fashion for those who would not normally be exposed to brands such as Kenzo or Prada. Through these collaborations, a younger generation is inspired, piquing their interest in the fashion world early on. In addition, attaching pop culture figures to iconic houses —such as Zayn Malik collaborating with Versace or Gigi Hadid with Tommy Hilfiger — also opens the brand to a younger demographic. This can even result in a new group of loyal customers for the legends of high fashion.
So, for those of us who won’t be able to afford a Prada trench coat or crushed velvet dress this holiday season, Kenzo x H&M’s tiger-printed turtlenecks and cosy pile bombers will be available online and in shops from November 3rd.
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