On 5th November 2015, Balmain for H&M arrived in stores but also online. It is one of the biggest collaboration of the year in terms of hype and publicity.
H&M’s collaborations have been going strong for over 10 years now, and have proven a great way for prestigious and luxurious houses to attract younger, less affluent fans, and for the low-end retailer to get some much-needed fashion glory.
The most important idea behind these collaborations is to make luxury much more affordable for everybody. However, the important buzz and slim production conducts people to argue when they purchase and huge markups on Ebay. Before the launch of that collection, people where queuing in front of the stores for more than twelve hours for certain. Moreover, H&M’s website crashed few times and that leaded many e-commerce shoppers to frustration.
For the official campaign for the collaboration of H&M and Olivier Rousteing, unveiling models as Gigi Hadid, Kendall Jenner, Jourdan Dunn, Hao Yun Xiang and Dudley were the stars of it.
The Swedish brand mass retailer is pleased with this collaboration performance. It is the company’s most successful since ten years of many partnerships with the brand.
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