As much as I love my designer brands, I have to say that I am loving high street fashion stores like H&M right now for providing EVERY woman, man and child with affordable and fashionably in season styles. The collaboration with high end designers like Jimmy Choo, Karl Lagerfeld, Roberto Cavalli, Matthew Williamson and now Sonya Rykiel is enchanting, engaging, enthralling and exciting to say the least. Oh yea, H&M announced today its partnership with design house Sonya Rykiel and its artistic director Nathalie Rykiel on a multi-season deal.
The Sonya Rykiel for H&M collection will start with a capsule collection for the winter 2009 featuring women and children’s collections and then again in Spring 2010 with another collection for the same target audience. “A second collaboration for spring 2010, featuring an iconic knitwear collection for women and girls (1.5 to 8 years old) accompanied by playful accessories. This second collection will be launched in around 250 H&M stores on February 20, 2010.”
“It is a hallmark of Sonia Rykiel to think of all women because fashion is about a certain spirit more than a question of means. This collaboration fits perfectly with our philosophy. The Sonia Rykiel pour H&M lingerie collection is the ideal way to offer the essence of Rykiel to a great number of women around the world, and a beautiful way to close the year. The knitwear collection is perfect for welcoming a colourful new season,” says Nathalie Rykiel, president and artistic director of Sonia Rykiel.
“Sonia Rykiel is a true fashion icon who invented a signature style around femininity, Parisian chic and modernity – as well as functional, comfortable, wearable clothes. She has an attitude that inspires admiration among women of all ages around the world. We loved the joyful chic of Sonia Rykiel’s 40th anniversary runway show – and in that spirit this collection is all about revelling in great lingerie for its own sake. This is a totally modern, new kind of lingerie look, and when we started to work together with Rykiel on it, we just couldn’t stop,” says H&M creative advisor Margareta van den Bosch. “It’s a wonderful highlight for our main collection.”