Comme des Garçons at H&M (November 13, 2008)
Following in the footsteps of Karl Lagerfeld, Stella McCartney and Viktor & Rolf, Rei Kawakubo has partnered with H&M to design an exclusive line under the Comme des Garçons label for the retail giant.
Whether designers lend out their names under licensing agreements or co-brand with retailers, the transaction is nothing but profitable. These deals operate on a simple principal: high turnover + (comparatively) lower margins = $. Unlike their ready-to-wear lines that discriminate against those who can’t afford them, these deals make their aesthetics more accessible and democratic to the discerning masses. In fact, Karl Lagerfeld’s line sold out within the day –- now that’s turnover.
And if the past serves as any indication of what to expect on November 13th, fashionistas will be lining up well before the store opens. Think I’m kidding? Only three H&M locations across Canada will be carrying the line: 1100 St. Catherine Street West in Montreal, 13-15 Bloor Street West in Toronto and The Pacific Center in Vancouver.
What you’ll see for him & her: polka dot prints (done on oxfords, cardigans, T-shirts, and shorts) asymmetrical cuts on blazers and jackets, harem trousers (my favorite), lots of black and navy, and some complementary shoes and accessories. To preview the collection, check out the video below. Above photo: Showpiece dress of the collection, approximately $350.