Kenzo x H&M

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Every year with baited breath, the style savvy await the much anticipated announcement of the next H&M collaboration. Rumours of this years circulated in the weeks before as people speculated who could it be next….? It’s a little bit like the fashion equivalent of a Glasto headliner – it’s never likely to be your dream player but someone who you would equally pay a hefty sum of money to witness all the same because well… everyone else is.

The high street hero consistently picks big hitting designer names who draw in the crowds en masse at 5am on the morning of launch whimpering in their sleeping bags and settling for an ubiquitous tote bag as they accept their doomed fate of simply being too late.

Receiving some mixed reviews for its previous Balmain collaboration, the almost Olympic-scale build up was one of the biggest seen in fashion for quite some time with large scale digital advertisements, TV ads, press placements – you name it – this was one hook up the label was not going to let you forget in a hurry.

So much to the glee of many, Kenzo was announced as the big hitting name that H&M would throw into the ring this year. It’s a great choice given that they’ve had so much success re-building the Kenzo label from the NY office of (often largely unaffordable for the many) Opening Ceremony founders Humberto Leon and Carol Lim.

Launching on November 3rd, what we do know is that the collection will comprise of womenswear, menswear and accessories and one can only dream of the streetwear influences that will no doubt ensue. I’m thinking brightly coloured, bordering on garish leopard print, embroidered denim, perhaps some baseball caps, some lion motif sweaters? Either way, I am very very excited. This might actually be worth enduring the 5am queue for.

 

 

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Humberto Leon and Carol Lim with H&M’s Head of design Ann-Sofie Johansson 

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