Swedish retailer H&M has partnered with U.S.-based Kenzo for its annual designer collaborative collection, launching this year on November 3rd. The line will launch in 250 H&M stores globally and online, and include apparel for women and men, plus accessories. Looks and pricing have not yet been revealed though judging by promotional media, this will be a very print friendly collection.
Launched by Kenzo Takada in 1970 as a luxury label, Kenzo was purchased by luxury conglomerate LVMH in 1993. Takada retired in 2000, and eleven years later with the brand’s energy flagging, Opening Ceremony founders Carol Lim and Humberto Leon were brought on to reinvigorate the brand and restore its original energy.
While Kenzo likely won’t be as big, splashy and expensive as last year’s Balmain collaboration, the partnership is an opportunity for the two partners to create a compelling collection that has the potential for even wider appeal among’s H&M’s customer base.
The plus for H&M is that it will be less expensive to produce compared with Balmain, and given Kenzo as well as Lim and Leon’s Asian backgrounds, the collaboration has high potential for synergistic appeal with the chain’s Asian customer base. Absolutely it will expand name recognition for Kenzo, though as with all fast-fashion collaborations, there is always the luxury customer who is put off by seeing a brand worn by masses.
It’s official! @kenzo is H&M’s next designer collaboration. Let the countdown to #KENZOxHM begin.https://t.co/p07TAumARU
— H&M (@hm) May 25, 2016