The book is an extension of the current shopper marketing trend of fashion brands and retailers producing magazine-style catalogues featuring more than just product, often employing professional journalists and editors to compile copy relevant to a brand’s target audience with marketing wound thoughout the editorial.
The concept began with the introduction of blogs on e-commerce sites, something that has been mastered by brands such as Asos, and has now been carried through to hard copy iterations. A host of brands have employed the marketing technique, including The Iconic in Australia, and Net-A-Porter globally.
A pioneer when it comes to designer collaborations, H&M has dug into its archive to highlight a decade of partnering with luxury designers in the collector’s edition book.
H&M’s first design collection landed in 2004, with the Karl Lagerfeld for H&M collection.
The First Ten Years book documents the creative journey of past and present designer collaborations and features dedicated chapters for each designer. The 140 page exclusive publication will feature the designs and imagery from Karl Lagerfeld, Stella McCartney, Viktor & Rolf, Roberto Cavalli, Commes des Garcons, Matthew Williamson, Jimmy Choo, Sonia Rykiel, Lanvin, Versace, Marni, Maison Martin Margiela, Isabel Marant and Alexander Wang.
In addition to ad campaigns, quotes, and interviews, never before seen materials have been woven into the book.
The book coincides with the launch of an instore commemorative design retrospective at H&M’s NYC flagship on Fifth Ave, showcasing iconic looks from each past designer and ending with this year’s Alexander Wang x H&M collection.
In anticipation of the Alexander Wang x H&M collection, the store will showcase a new look daily to give window shoppers the opportunity to see pieces in person and make their list ahead of the November 6 launch of the Alexander Wang x H&M collection.
The book will retail for US$34.95 at select H&M store locations throughout the US, with 25 per cent of the cover price to go to UNICEF.