Early-birds attend the launch of H&M latest designer collaboration

Amsterdam - Shoppers who were keen to snag a piece from H&M latest designer collaboration with the Parisian fashion house had to get in line extra early this year. Unlike previous designer collection launches, which usually took place in store at 10 am, this year round H&M pushed its in-store launch in Amsterdam, the Netherlands to 8 am. FashionUnited paid a visit to H&M’s flagship store on Dam Square and the Kalverstraat and was there first hand to witness the collection launch. However, unlike the previous shopper-frenzy associated with H&M’s previous designer launches with Isabel Marant and Balmain, the crowd gathered outside the flagship store was rather modest and calm.

Online, the collection launch seemed to draw in as many shoppers as the previous years - as H&M webshop dropped offline almost immediately following the launch. “We are here for you!” read a statement on H&M’s website this morning. “The collection is launching and you might experience a fashionable waiting time. However, we will do our best to serve you as soon as possible.” Later on around 9 am the website was fully accessible, although a large portion of collection has already sold out. Must-have items, including signature t-shirts and sweaters, were among the first to sell out.

H&M teams up

H&M previously announced its designer collaboration with the Parisian fashion house this May. Known for its colourful collection and use of vibrants prints, founded by Kenzo Takada in 1970, has been under the artistic direction of creative directors Carol Lim and Humberto Leon since 2011. The American design-duo gave the brand a modern makeover and blew new life into the brand, which had been waning since its founder departed in 1999. It went on to experience a renaissance of sorts in 2012, when its Tiger sweaters became the ‘it’ fashion item of the year.

The designer collaboration follows on from H&M previous collaborations with the likes of Alexander Wang, Marni, Versace and Lanvin. H&M first began its annual designer collaboration collections in 2004, when the Swedish fast fashion retailer joined forces with none other than Karl Lagerfeld. The result was an instant hit, as it offered consumers means to purchase a designer label at the fraction of the price.

Photos and video: Myrthe de Graaf for FashionUnited