H&M X Versace coming in November, 2011.

Just when we thought the last collaboration with Lanvin was the ultimate masstige collab for the fast-fashion retail giant, today, June 21, 2011, H&M announced that they would be collaborating with Versace.

H&M, based out of Sweden has been known for continuing to attract youth culture, especially in Europe, but growing in North America. It’s a brand we’ve seen creep up the preferences charts among 13-25-year-olds in our Youth Culture Studies, and sure to be similarly high ranking in our upcoming Summer Youth Culture Study 2011.

One thing that’s so attractive about H&M is their trendy styles, lower costs, and increasingly, their collaborations with usually high-end designers which most young people could never afford. They’re also a brand to watch in terms of their social media and marketing campaigns, bringing to the forefront some of the most unique (along with Uniqlo). They also have challenged the fashion industry as a whole to increase its pace for delivering fashionable items earlier and in a more useful timeframe to its demanding marketplace.

The collaboration, which obviously includes working with Versace’s head designer Donatella Versace, will also include aspects of the vibrant heritage of the brand, including lots of color, leather, and full collections for men and women. The masstige collection will be available in 300 stores by November 17, as well as online. Donatella is also pushing the e-comm envelope for H&M with a pre-spring collection exclusively for their online H&M’s online store.

“I am thrilled to be collaborating with H&M and to have the opportunity of reaching their wide audience. The collection will be quintessential Versace, perfect for H&M and Versace fans everywhere,” says Donatella Versace.

“Versace is one of the most important brands of recent times, and their collection for H&M will be glamorous and flamboyant – everything Versace stands for. Donatella Versace is sharing with us iconic designs from the archives. This is such a celebratory collaboration and it is perfect for the party season,” says Margareta van den Bosch, creative advisor at H&M.

Versace is a brand that is steeped in glamour to its very core. Founded in 1978 by Gianni Versace, his daring dresses and wild iconography revolutionized fashion, creating provocative styles from classical themes which were all cut with an impeccable design eye. Since 1997, Donatella Versace has continued Gianni Versace’s work as creative director, evolving the brand into a global fashion house at the forefront of what luxury means today. Famous worldwide for her signature wardrobe, Donatella Versace is the epitome of everything the Versace house stands for.

Versace is the latest house to collaborate with H&M on an exclusive designer collection, following the likes of Karl Lagerfeld, Stella McCartney, Comme des Gar?ons, Jimmy Choo and, most recently, Lanvin.

For H&M, Donatella Versace has looked back to the archives to reinterpret some classic Versace designs. The womenswear collection will be dominated by dresses that fit right in with the spirit of the season, featuring studded leather, silk and colorful print, with accessories including high heels and costume jewellery. The men’s collection will focus on sharp tailoring, including the perfect tuxedo, as well as belts and jewellery for men, too. For the first time in a designer collaboration at H&M the collection will consist of some homeware pieces, including cushions and a bedspread.



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