Since the announcement of H&M’s designer collaboration with Versace last spring, the anticipation grew into complete mania. Advertisements and campaigns for the collaboration were everywhere, and you could not help but think it would be an absolute success.
Well, November eventually came and, as predicted, the lines were outrageous (22 hours?!) and people bought up everything. And then returned it. What usually happens with fast fashion/designer collaborations is the immediate purchase of all items, possible server breakdowns and eventually outrageously priced eBay resales. Well, that sort of happened here, but then people also started returning items to stores. Odd.
It seems that people were more into the idea of owning some Versace than the actual pieces. And so, they waited in line, bought the items, went home and realized they weren’t really into pink ruffles and palm trees in winter. I doubt this will deter the upcoming spring collaboration planned between the two brands, but it does say something about the reason why people shop.
Continuing with the wave of collaborations, H&M announced this week their next designer matchup: Marni! Now this is something to look forward to. Marni is one of those sort-of-not-really niche brands with very loyal customers. Known for their prints, colors and cuts, Marni might provide a good reason to line up. Hopefully it will turn out more like Missoni with Target (minus the internet overload).
Here’s a look at the announcement:
- Nadjma Sako