BREAKING: Deep Thoughts On Versace’s Collection For H&M
Donatella Versace is already wearing clothing from her company’s upcoming collaboration with H&M. (Yes, yes, you read that correctly: Versace is working with H&M!) The designer closed her men’s show in Milan yesterday wearing one of the studded leather dresses she’ll unveil at the Swedish fast-fashion chain’s stores in November. And while we’re excited that we’ll finally be able to afford a few pieces of Versace’s brand of glamour for ourselves, there are a few things about the collection that give us pause.
But first, the things we’re happy about: the collection will feature around 40 women’s pieces and a healthy-sized men’s collection of 20 pieces. It will also feature a few items for the home, including pillows and a bedspread. We don’t know where the price point will be yet, but we’re guessing that it’ll be a little higher than what you’d normally pay for H&M’s standard wares.
It’s the marketing that weirds us out slightly. Lady Gaga, for example, has been wearing vintage Versace almost exclusively over the past few weeks (it’s all she wears in her lackluster Edge of Glory video), and now we know that this arrangement wasn’t something she simply thought would be cool. It’s a genius marketing stunt that proves that, well, Gaga can be bought. H&M’s creative advisor Margareta van den Bosch said in a press release that some of the pieces in the collection would be inspired by archival Versace pieces — stuff Gianni Versace designed himself. What better way to help a younger customer base get acquainted with the man’s prints and leather work than to put it on the most visible consumer of fashion of our generation?
There’s also something a little too expedient about the collection and its announcement. Last year, H&M and its coordinating public relations teams kept us guessing for days before they finally revealed that Lanvin‘s Alber Elbaz would design a collection for the brand. This time there were no frantic emails to the people at Paul Wilmot begging for clues, no series of videos planted as misdirection — no hunt at all. And, you know, we’re glad to have the story, but sometimes it feels better to have to work for it, even just a little.
But we can’t complain: the clothes look interesting on paper (you can see sketches in the video below, and photos of the dress Donatella wore to her men’s show yesterday) and we’re excited to see how they wear when they reach stores later this year. Take a look for yourself and tell us if you’ll be buying any of it.