H&M introducing <The First Ten Years> fashion coffee table book to celebrates a decade of H&M designer collaborations. From Karl Lagerfeld in 2004 to Alexcander Wang in 2014, each designer collaboration will be featured in a chapter containing archive material such as campaign visuals and behind-the-scenes pictures alongside some new images of key pieces from the collections. There will also be a text in each chapter based on interviews with the designer and others, which tells the story of the collaboration and how it came about. This is a charity proejct and 25% of the cover price goes to UNICEF's work against child marriage.
<Jimmy Choo> 2009
“We are privileged to be among the fashion greats who have been affiliated with H&M so far, and to be designing a collection appealing to fashion savvy, street smart women, and to be including some great pieces for men, too. Jimmy Choo will bring to H&M a sophisticated, fashion forward, accessible and glamorous collection – the perfect party pieces to buy now and then wear out that night!” Tamara Mellon, Founder and President, Jimmy Choo.
<MATTHEW WILLIAMSON> 2009
“It is an incredible opportunity to be working with H&M, creating a ‘Matthew Williamson for H&M’ capsule collection. I love the fact that H&M have created a new phenomenon in fashion through the pioneering concept of collaborating with high-end designers to create one-off limited edition capsule collections. I am thrilled that my creations for H&M will be accessible to and hopefully enjoyed by so many people around the world,” says Matthew Williamson.
<Roberto Cavalli> 2007
I love freedom and challenges: breaking down barriers, experimenting in different directions. H&M is all this for me. I will add a dash of festivity and dreams,” explains Roberto Cavalli. “Fashion is an expression of freedom. This collaboration with H&M allows me to give a gift to the young audience that loves what I do, and identifies with my creativity, but might not be able to own a Roberto Cavalli piece. The collection I have designed for H&M contains all the elements of my signature Cavalli style, and is infused with glamour and joy,” explains Roberto Cavalli.
<Karl Lagerfeld> 2004
“I think that the idea of “Karl Lagerfeld for H&M” is very interesting in terms of the history of fashion. It’s modern. The days when designers could lose their jobs because it was linked to a collection for an inexpensive brand are over. H&M has made inexpensive desirable. Today this is fashion,” says Karl Lagerfeld.
<Isabel Marant> 2013
“I am flattered by this collaboration: H&M works with the best designers and this invitation is an exciting honour. I aim at creating something real, that women want to wear in their everyday lives, with a certain carelessness, which I think is very Parisian: you dress up, but do not pay too much attention and still look sexy. The collection is infused with this kind of easiness and attitude. Everything can be mixed following one’s own instincts: my take on fashion is all about personality," says Isabel Marant.
<Viktor and Rolf> 2006
”If Haute couture is the most sublime form of fashion, H&M is fashion at its most democratic. Our roots are based in couture. It’s the heart and soul of our work. But we also love to play with opposites: transformation is a key element of our signature style. For us, fashion is an antidote to reality. It’s a great opportunity to communicate our vision with such a large audience of H&M devotee,” say the designers Viktor & Rolf.