It was one of the most popular events of Parisian fashion week in October. For one evening, the cult American singer Cher and the energetic Swede Robyn electrified a small, hand-picked crowd gathered at the select club Le Silencio, whose decoration is by David Lynch. Which luxury brand hit so hard? None. It was an evening hosted by the low-cost fashion giant, the Swedish H&M. But luxury wasn’t far away. The label celebrated the launch of its next collaboration with the Rabanne brand, available on November 9.
Accustomed to collaborations with big names – we remember the Karl Lagerfeld, Stella McCartney, Maison Margiela or Isabel Marant lines – H&M, pioneer of what we call fast fashion, these brands with accessible prices and endless collections renewed, offers here a complete collection, which perfectly transcribes the essence of the Rabanne style, imagined ten years ago by Julien Dossena.
There are pieces for men and women, including obviously metallic dresses made from recycled aluminum, others with very seventies psychedelic prints, officer’s jackets, well-cut blazers, floral tops, and even jewelry. highly desirable tinsel and decorative items, such as cushions or silver candlesticks. “ I remember, in 2012, going to buy Margiela and H&M pieces. There is something truly democratic in these collaborations. Few people can afford Rabanne pieces, I find it important to be able to offer this access to as many people as possible and in a way to open wide the doors to fashion, which can still be deemed elitist », explains Julien Dossena.
Historical fast fashion brands – H&M was founded in 1947, Zara in 1975, Mango in 1984 – have in fact largely contributed over time to establishing a democratization of fashion. “A democratic society cannot reserve access to fashion and style for a single category of people, those who have the financial means to dress well. In this sense, these brands somehow felt invested with a mission, that of dressing the greatest number of people and in particular the middle class, without compromising on style.explains Thomas Zylberman, women’s fashion specialist at the analysis and trends office Carlin International.
“I don’t like the term fast fashion at alldefends herself Ann-Sofie Johansson, creative director of H&M. We are such a big company that in reality every project we develop takes a long time! » In September, the brand also appointed Heron Preston, an American fashion designer specializing in streetwear, at the head of H2, a new creative division responsible for developing different projects in the future.
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