Kenzo x H&M campaign

H&M is known for designer collaborations, and this time Swedish retailer is joining forces with Kenzo, French fashion house. The campaign will be shot by photographer Jean – Paul Goude. The collection features womenswear, menswear and accessories. It will be released on November 3rd, 2016 in more than 250 stores worldwide and online.

Collection consists of jungle theme, neon, bright colours, and animal prints. Creative directors Carol Lim and Humberto Leon took inspiration from various elements: music, food, fashion and art. Big cities, such as NY, Hong Kong enable that environment, the feel of maximum opportunities, and urban lifestyle. That is also reflected in the collaboration.

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Kenzo x H&M campaign highlights the importance of diversity in the fashion industry by featuring Iman (refugee model from Somali), Chance the Rapper, Suboi – Vietnamese singer, Chloe Sevigny, Ryuchi Sakamoto and and others in it’s line – up. In the promotional video on Kenzo website, there are interviews with the people participating in the ads and campaigns, building the collaboration’s image, as socially responsible and politically correct.

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H&M designer collaborations are highly successful, think back to Balmania, where thousands of people waited outside stores in the rain, just to get a peek, and buy something from the collection. People usually want, but can’t afford expensive designer clothes, so high – street collaboration with the designer, means cheaper clothes and the sense of being a VIP, exclusive. That is why people wait for it so much.

Interview with Carol Lim and Humberto Leon: http://www.highsnobiety.com/2016/10/18/kenzo-hm-interview/

Promotional campaign

The full lookbook can be found here: http://www.vogue.co.uk/gallery/kenzo-hm-collaboration-look-book

References:

https://www.kenzo.com/en/kenzoxhm

http://www.elleuk.com/fashion/news/a31581/kenzo-for-hm-information-pictures-collection-prices-on-sale-date/

http://www2.hm.com/en_gb/life/culture/inside-h-m/kenzo-x-hm-designer-collaboration-2016.html

http://www.meltyfashion.fr/kenzo-x-h-m-la-prochaine-collab-galerie-2454782-3234543.html

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