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H&M launches designer summer collection of casual chic
By Zhang Yi |
April 30, 2009, Thursday
|
Print Edition
Print Edition
THE fashion highlight for H&M this season is the limited spring collection designed by London-based fashion designer Matthew Williamson, which was almost sold out in an hour at Qianmen Avenue store on its opening day in Beijing.
No worries, as there will be "part two" this time. The Swedish fashion company has come up with a new marketing campaign for its most coveted designer collections.
From May 14, it will launch the second part of the Matthew Williamson collection, the summer collection, in all of its 1,600 stores around the world. Fashion pieces from the second series will also stay in stores longer than any H&M designer collaborations before.
"I wanted to create a collection that celebrated iconic pieces from my entire retrospective whilst still feeling modern," says Williamson, former creative director of Italian high-fashion brand Emilio Pucci, when asked about the inspiration for his collaboration with H&M.
"Taking the theme of the perfect, chic holiday, I wanted the collection to feel luxurious through the use of fine silks and elegant cuts and yet lively by way of the vibrant color palette."
Compared with the limited "part one" range, "part two" is less glamorous but more casually chic. The women's collection features a loose silhouette, floating fabrics and hot bursts of color. The peacock feather embroidery on the sleeves of a kaftan is as exquisite as you'd expect from Williamson's catwalk range; the neon shades of embellishments play a sharp contrast to the crisp white of the cloth. The smock top and dress featuring intricate parrot prints can be worn both to the street and to the beach.
The capsule collection also includes a kimono kaftan in peacock and optic prints, a sleeveless jacket in hot pink, jeans in both mint green and sumptuous red, as well as three swimwear styles.
Also for the first time in his career, Williamson has created a collection for men and for inspiration he turned to his own wardrobe.
"A celebration of a summer holiday wardrobe," as the designer describes it, the men's collection is made up of three suits, all in "a quirky English gentleman style," jersey T-shirts, hooded sweatshirts and swimwear. They also feature prints and colors, of course, in a more masculine way.
No worries, as there will be "part two" this time. The Swedish fashion company has come up with a new marketing campaign for its most coveted designer collections.
From May 14, it will launch the second part of the Matthew Williamson collection, the summer collection, in all of its 1,600 stores around the world. Fashion pieces from the second series will also stay in stores longer than any H&M designer collaborations before.
"I wanted to create a collection that celebrated iconic pieces from my entire retrospective whilst still feeling modern," says Williamson, former creative director of Italian high-fashion brand Emilio Pucci, when asked about the inspiration for his collaboration with H&M.
"Taking the theme of the perfect, chic holiday, I wanted the collection to feel luxurious through the use of fine silks and elegant cuts and yet lively by way of the vibrant color palette."
Compared with the limited "part one" range, "part two" is less glamorous but more casually chic. The women's collection features a loose silhouette, floating fabrics and hot bursts of color. The peacock feather embroidery on the sleeves of a kaftan is as exquisite as you'd expect from Williamson's catwalk range; the neon shades of embellishments play a sharp contrast to the crisp white of the cloth. The smock top and dress featuring intricate parrot prints can be worn both to the street and to the beach.
The capsule collection also includes a kimono kaftan in peacock and optic prints, a sleeveless jacket in hot pink, jeans in both mint green and sumptuous red, as well as three swimwear styles.
Also for the first time in his career, Williamson has created a collection for men and for inspiration he turned to his own wardrobe.
"A celebration of a summer holiday wardrobe," as the designer describes it, the men's collection is made up of three suits, all in "a quirky English gentleman style," jersey T-shirts, hooded sweatshirts and swimwear. They also feature prints and colors, of course, in a more masculine way.
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