Followers of fast fashion, we have been duped. WWD reported this morning that Swedish megabrand H&M is partnering with Lanvin’s Alber Elbaz for its next designer collaboration. Not 48 hours ago were we participating in a highly produced guessing game after seeing videos of fabulous people with obscured faces and heavy accents talking about fashion. Turns out, those clips were just a carefully planned bout of misdirection. And to that, we can only say touché.
The genius of the videos is that we focused more on what the people in them were wearing than on what they were saying. Those words were classic Elbaz-isms, or very close to them, anyway.
And while knowledgeable market sources told WWD that H&M will unveil the partnership within the next week, we’re still in shock. Last March, Elbaz told The New Yorker that a lower-priced line would ruin what he was trying to achieve at Lanvin.
“I have a problem to do a collection that is a secondary line. I mean, you don’t want to be the stepsister. You want to be Cinderella. Show me one girl who wants to be the stepsister.”
Call us cheap if you want to, but if we have to be Drusilla and Anastasia to wear something that Alber designed, that’s totally fine by us.
Welcome to the reality of the recession, Mr. Elbaz! We’ll see you and your diffusion line this fall. Just don’t mess up the pricing and we’ll be all over it.
UPDATE: They’re still trying to get us to think it’s someone else! H&M tweeted this video about three hours ago. And to be completely honest, we can hear Elbaz saying these words.