On Monday, H&M began posting a series of videos featuring men and women with obscured faces and disguised voiced as part of a viral marketing campaign announcing a new designer collaboration. Bottega Venetta’s Thomas Maier was considered a frontrunner, while Carolina Herrera and Vivienne Westwood were popular guesses as well. H&M played coy, releasing more videos and claiming the designer would be revealed on September 9th.
This morning, we awoke to a press release in our inbox announcing Lanvin’s “exclusive collection” for H&M — no less than a week earlier than their planned reveal date. Poor things.
Yesterday we noted that Elbaz told The New Yorker last year he’d never do a diffusion line, but both H&M and Lanvin have found away around that quote.
“H&M approached us to collaborate, and see if we could translate the dream we created at Lanvin to a wider audience, not just a dress for less. I have said in the past that I would never do a mass-market collection, but what intrigued me was the idea of H&M going luxury rather than Lanvin going public. This has been an exceptional exercise, where two companies at opposite poles can work together because we share the same philosophy of bringing joy and beauty to men and women around the world.”
And while it sounds like Elbaz is quibbling over semantics, we’re curious to see what this tactic means for the collection’s price points.
Designed by Elbaz and Lanvin’s menswear designer Lucas Ossendrijver, the collection will feature both women’s and men’s wear and has a North American drop date of November 20th. The collection will apparently “be revealed to the world” on November 2nd, so we’ll keep our eyes peeled.