H&M will team up with Parisian fashion house Kenzo for this year’s designer collaboration.
We have been waiting for a long time, when the mass-market brand selects next name after Olivier Rousteing for its collaboration. The label that follows in Balmain’s footsteps to collaborate with H&M became Kenzo, creative directors of which Carol Lim and Humberto Leon are known by their love of dazzling patterns and playful motifs. Kenzo has already described the collection as focusing on “creativity, fun and love of fashion”.
“We’ve had our eyes on Carol and Humberto at Kenzo for a few years. It seemed right to do the collaboration with them now. It’s totally different than the Balmain one; we really like to pick different designers, to show our customers different aesthetics”, said Ann-Sofie Johansson, H&M’s head of design.
What can we expect from H&M’s Kenzo collection? Probably, it will be a line of athleisure – comfortable bright pieces for streetstyle lovers. If we are right, we’ll see it in autumn. The collection will arrive in 250 H&M stores around the world and online on November 3, and will include womenswear, menswear and accessories.