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H&M // A fashion retrospective

Tall girl's fashion, H&M, design collaborations, exhibition, Lagerfeld, McCartney, Lanvin, Choo, Marni, Versace, Cavalli, Viktor & Rolf, Wang, Rykiel, Marant, Margiela, Garcon, Williamson

Nordenfjeldske Industrial Art museum (National museum of decorative arts and design), Trondheim, Norway, has organised a retrospective exhibition of all of H&M’s designer collaborations. The exhibition was open to the public at the Stenersen Museum in Oslo this past weekend and will soon be on show at Nordenfjeldske in Trondheim.

Tall girl's fashion, H&M, design collaborations, exhibition, Lagerfeld, McCartney, Lanvin, Choo, Marni, Versace, Cavalli, Viktor & Rolf, Wang, Rykiel, Marant, Margiela, Garcon, Williamson


The exhibition includes a film in which H&M’s head designer Margareta van den Bosch is interviewed. She oversees all designs at H&M, including sister brands such as Cos and & Other Stories, and is regarded as one of the most accomplished designers in fast fashion. In the film, she explains how the design team in 2003 had the idea to do a designer collaboration in order to try something new and fresh. As someone in the team knew Karl Lagerfeld, he was apporached and luckily he was excited about the idea. Rather than him deciding himself what should go in the collection, he asked for directions from H&M before he started the design process.

Tall girl's fashion, H&M, design collaborations, exhibition, Lagerfeld, McCartney, Lanvin, Choo, Marni, Versace, Cavalli, Viktor & Rolf, Wang, Rykiel, Marant, Margiela, Garcon, Williamson


The Lagerfeld line was launched in 2004 and incorporated all those garments that are typical of Lagerfeld’s DNA. This is the recipe of the success of the designer collaborations – the mass market are for the first time able to purchase garments that are typical of that designer’s DNA at affordable prices and feel they can take part in his/her design universe.

While the Lagerfeld collection was thinly distributed to a vast number of stores, H&M quickly learnt that it would be better to provide a larger supply to a select number of stores, mainly in the big cities. The collections are also made available in every country in which H&M operates, not just the key markets.

Tall girl's fashion, H&M, design collaborations, exhibition, Lagerfeld, McCartney, Lanvin, Choo, Marni, Versace, Cavalli, Viktor & Rolf, Wang, Rykiel, Marant, Margiela, Garcon, Williamson


It was interesting to hear how world-leading designers such as Roberto Cavalli and Alber Elbaz (of Lanvin) were really anxious prior to the launch of their lines. They desperately wanted the collections to be successful and success to them was measured in the length of the queues outside the stores. While the queues in the US frequently went around the block, the shorter European queues made Elbaz worried that his collection would be a failure. He had nothing to worry about, though, as his gorgeous dresses flew off the shelves and made his collection one of the most successful ever.

Tall girl's fashion, H&M, design collaborations, exhibition, Lagerfeld, McCartney, Lanvin, Choo, Marni, Versace, Cavalli, Viktor & Rolf, Wang, Rykiel, Marant, Margiela, Garcon, Williamson


To H&M, these designer collaborations have placed the brand firmly on the fashion map worldwide. While H&M previously sold cheap mass-produced garments to the masses, their PR from the collaborations have attracted better designers to work for the company while also given the design team the confidence and know-how to go further with their own designs. Recently, they launched the Studio Collection, which included more fashion-forward garments at a slightly better quality and higher price. The Premium collection takes this even a step further with wardrobe classics at a higher price point. In the years since 2004, H&M has also to great success launched Cos and & Other Stories, both brands with unique, quality designs with a longer shelf life.

Tall girl's fashion, H&M, design collaborations, exhibition, Lagerfeld, McCartney, Lanvin, Choo, Marni, Versace, Cavalli, Viktor & Rolf, Wang, Rykiel, Marant, Margiela, Garcon, Williamson


At least once a year since 2004, H&M has presented a new collaboration, totalling 13 in all. While I haven’t shopped from them all, a couple of personal favourites were Marni and Maison Martin Margiela. On November 6th, H&M’s collaboration with Alexander Wang launches. Filled with sporty garments typical of Wang’s utalitarian chic, this 14th collection is sure to be another success for H&M!

 
2004 Karl Lagerfeld
 
Tall girl's fashion, H&M, design collaborations, exhibition, Lagerfeld, McCartney, Lanvin, Choo, Marni, Versace, Cavalli, Viktor & Rolf, Wang, Rykiel, Marant, Margiela, Garcon, Williamson
Tall girl's fashion, H&M, design collaborations, exhibition, Lagerfeld, McCartney, Lanvin, Choo, Marni, Versace, Cavalli, Viktor & Rolf, Wang, Rykiel, Marant, Margiela, Garcon, Williamson
Tall girl's fashion, H&M, design collaborations, exhibition, Lagerfeld, McCartney, Lanvin, Choo, Marni, Versace, Cavalli, Viktor & Rolf, Wang, Rykiel, Marant, Margiela, Garcon, Williamson
2005 Stella McCartney
Tall girl's fashion, H&M, design collaborations, exhibition, Lagerfeld, McCartney, Lanvin, Choo, Marni, Versace, Cavalli, Viktor & Rolf, Wang, Rykiel, Marant, Margiela, Garcon, Williamson
Tall girl's fashion, H&M, design collaborations, exhibition, Lagerfeld, McCartney, Lanvin, Choo, Marni, Versace, Cavalli, Viktor & Rolf, Wang, Rykiel, Marant, Margiela, Garcon, Williamson
2006 Viktor & Rolf
 
Tall girl's fashion, H&M, design collaborations, exhibition, Lagerfeld, McCartney, Lanvin, Choo, Marni, Versace, Cavalli, Viktor & Rolf, Wang, Rykiel, Marant, Margiela, Garcon, Williamson
2007 Roberto Cavalli
 
Tall girl's fashion, H&M, design collaborations, exhibition, Lagerfeld, McCartney, Lanvin, Choo, Marni, Versace, Cavalli, Viktor & Rolf, Wang, Rykiel, Marant, Margiela, Garcon, Williamson
Tall girl's fashion, H&M, design collaborations, exhibition, Lagerfeld, McCartney, Lanvin, Choo, Marni, Versace, Cavalli, Viktor & Rolf, Wang, Rykiel, Marant, Margiela, Garcon, Williamson
Tall girl's fashion, H&M, design collaborations, exhibition, Lagerfeld, McCartney, Lanvin, Choo, Marni, Versace, Cavalli, Viktor & Rolf, Wang, Rykiel, Marant, Margiela, Garcon, Williamson
2008 Comme des Garcons
Tall girl's fashion, H&M, design collaborations, exhibition, Lagerfeld, McCartney, Lanvin, Choo, Marni, Versace, Cavalli, Viktor & Rolf, Wang, Rykiel, Marant, Margiela, Garcon, Williamson
Tall girl's fashion, H&M, design collaborations, exhibition, Lagerfeld, McCartney, Lanvin, Choo, Marni, Versace, Cavalli, Viktor & Rolf, Wang, Rykiel, Marant, Margiela, Garcon, Williamson
 
2009 Matthew Williamsom
 
Tall girl's fashion, H&M, design collaborations, exhibition, Lagerfeld, McCartney, Lanvin, Choo, Marni, Versace, Cavalli, Viktor & Rolf, Wang, Rykiel, Marant, Margiela, Garcon, Williamson
Tall girl's fashion, H&M, design collaborations, exhibition, Lagerfeld, McCartney, Lanvin, Choo, Marni, Versace, Cavalli, Viktor & Rolf, Wang, Rykiel, Marant, Margiela, Garcon, Williamson
2009 Jimmy Choo
Tall girl's fashion, H&M, design collaborations, exhibition, Lagerfeld, McCartney, Lanvin, Choo, Marni, Versace, Cavalli, Viktor & Rolf, Wang, Rykiel, Marant, Margiela, Garcon, Williamson
Tall girl's fashion, H&M, design collaborations, exhibition, Lagerfeld, McCartney, Lanvin, Choo, Marni, Versace, Cavalli, Viktor & Rolf, Wang, Rykiel, Marant, Margiela, Garcon, Williamson
2010 Sonia Rykiel
 
Tall girl's fashion, H&M, design collaborations, exhibition, Lagerfeld, McCartney, Lanvin, Choo, Marni, Versace, Cavalli, Viktor & Rolf, Wang, Rykiel, Marant, Margiela, Garcon, Williamson
 
2010 Lanvin
 
Tall girl's fashion, H&M, design collaborations, exhibition, Lagerfeld, McCartney, Lanvin, Choo, Marni, Versace, Cavalli, Viktor & Rolf, Wang, Rykiel, Marant, Margiela, Garcon, Williamson
Tall girl's fashion, H&M, design collaborations, exhibition, Lagerfeld, McCartney, Lanvin, Choo, Marni, Versace, Cavalli, Viktor & Rolf, Wang, Rykiel, Marant, Margiela, Garcon, Williamson
Tall girl's fashion, H&M, design collaborations, exhibition, Lagerfeld, McCartney, Lanvin, Choo, Marni, Versace, Cavalli, Viktor & Rolf, Wang, Rykiel, Marant, Margiela, Garcon, Williamson
2011 Versace
 
Tall girl's fashion, H&M, design collaborations, exhibition, Lagerfeld, McCartney, Lanvin, Choo, Marni, Versace, Cavalli, Viktor & Rolf, Wang, Rykiel, Marant, Margiela, Garcon, Williamson
Tall girl's fashion, H&M, design collaborations, exhibition, Lagerfeld, McCartney, Lanvin, Choo, Marni, Versace, Cavalli, Viktor & Rolf, Wang, Rykiel, Marant, Margiela, Garcon, Williamson
 
2012 Marni
 
Tall girl's fashion, H&M, design collaborations, exhibition, Lagerfeld, McCartney, Lanvin, Choo, Marni, Versace, Cavalli, Viktor & Rolf, Wang, Rykiel, Marant, Margiela, Garcon, Williamson
Tall girl's fashion, H&M, design collaborations, exhibition, Lagerfeld, McCartney, Lanvin, Choo, Marni, Versace, Cavalli, Viktor & Rolf, Wang, Rykiel, Marant, Margiela, Garcon, Williamson
Tall girl's fashion, H&M, design collaborations, exhibition, Lagerfeld, McCartney, Lanvin, Choo, Marni, Versace, Cavalli, Viktor & Rolf, Wang, Rykiel, Marant, Margiela, Garcon, Williamson
 
2012 Maison Martin Margiela
 
Tall girl's fashion, H&M, design collaborations, exhibition, Lagerfeld, McCartney, Lanvin, Choo, Marni, Versace, Cavalli, Viktor & Rolf, Wang, Rykiel, Marant, Margiela, Garcon, Williamson
Tall girl's fashion, H&M, design collaborations, exhibition, Lagerfeld, McCartney, Lanvin, Choo, Marni, Versace, Cavalli, Viktor & Rolf, Wang, Rykiel, Marant, Margiela, Garcon, Williamson
2013 Isabel Marant
 
Tall girl's fashion, H&M, design collaborations, exhibition, Lagerfeld, McCartney, Lanvin, Choo, Marni, Versace, Cavalli, Viktor & Rolf, Wang, Rykiel, Marant, Margiela, Garcon, Williamson
Tall girl's fashion, H&M, design collaborations, exhibition, Lagerfeld, McCartney, Lanvin, Choo, Marni, Versace, Cavalli, Viktor & Rolf, Wang, Rykiel, Marant, Margiela, Garcon, Williamson
2014 Alexander Wang
 
Tall girl's fashion, H&M, design collaborations, exhibition, Lagerfeld, McCartney, Lanvin, Choo, Marni, Versace, Cavalli, Viktor & Rolf, Wang, Rykiel, Marant, Margiela, Garcon, Williamson
 
Tall girl's fashion, H&M, design collaborations, exhibition, Lagerfeld, McCartney, Lanvin, Choo, Marni, Versace, Cavalli, Viktor & Rolf, Wang, Rykiel, Marant, Margiela, Garcon, Williamson
  • This kind of exhibition is right up my alley! I hope that it makes its way to Los Angeles.

    Mischa
    Carmen Vogue

    • Yes, it was really interesting to see all the collaborations in one place. I had forgotten about 1/3 of them! I’m afraid the exhibit’s final destination is Trondheim. One can only hope H&M will put on an exhibit of their own one day!

@tallgirlsfashion