H&M relies on second-hand products: the new collaboration of the year is made from old collections
Surprisingly, and with a focus on sustainability, the brand announces that its 20th designer collaboration capsule will be composed of garments from past collections, from Karl Lagerfeld to Giambattista Valli
2' min read
2' min read
After 20 years, something has changed. In the era of the second hand and consumer (and production) awareness, for the first time since 2004 H&M has decided to evolve its annual collection in collaboration with a guest designer: in 2024, pre-loved garments from previous years' collections will be offered for sale.
It all started in 2004, with the first collaboration between H&M and Karl Lagerfeld, then creative director of Chanel and Fendi: "Our aim was to introduce the fashion scene to customers all over the world, while showing our connection to unique and original design. A principle that ties in with the fundamental ethos of H&M: quality and creativity must be available to all,' said Ann Sofie Johansson, Creative Advisor of H&M.
The garments were sourced through cooperation with the pre-loved Sellpy platform and vintage stores around the world: "By working with pre-loved garments, we can offer these collections to fashionistas, giving them the chance to love them anew, and at the same time introduce a new generation to the iconic moments of H&M's collaborations and the world's best design talents," notes Jörgen Andersson, creative director of H&M.
The collection will feature garments by all of H&M's guest designers, from Viktor & Rolf to Versace, Marni to Moschino, Stella McCartney to Kenzo and Sonia Rykiel, from Giambattista Valli to Paco Rabanne, the brand involved in 2023. The pre-loved garments will be available, on different dates, in seven shops worldwide and online. For Italy, the launch is scheduled for 26 October in the Milan store, will be preceded by those in Paris and London and followed by those in New York, Barcelona, Stockholm and Berlin.
In the first nine months of 2024, sales of the Swedish group (which also owns the Cos, &OtherStories and Arket brands) amounted to SEK 172.2 billion (approx. EUR), down slightly from SEK 173.3 billion a year earlier.
