When high street meets haute couture - all aboard the H&M hype machine as the much-anticipated Giambattista Valli collection drops
Unless you’ve been on an Insta-strike of late, you’re probably aware of the upcoming Giambattista Valli x H&M collaboration. Now, finally, the most couture collection ever from the high street giant has landed. Tulle en masse? High-wattage dresses to solve all our party dressing woes? Oooph, yes please.
In the past, shoppers have queued overnight to get their hands on a collection, which since launch in 2004, has included fashion greats from Karl Lagerfeld to Stella McCartney.
“H&M are totally on the money with who they pick to work with,” says BURO. fashion director Natalie Hartley. “The two collaborations that stand the test of time for me are Alexander Wang and the Maison Martin Margiela. As well as the clothes that resembled their ready-to-wear collections, they also brought out hugely desirable accessories to match.” Adding: “I never made the round the block queues, but I always wanted the Wang boxing gloves!” On that note, let’s take a trip down memory lane to give you H&M’s greatest (designer) hits…
The year: 2005
BURO. says: The fashion editor favourite. Following in the footsteps of Karl Lagerfeld, the British designer’s collaboration mirrored her refined and effortlessly wearable mainline collection.
The star players: McCartney cast her BFF Kate Moss to front the campaign.
The key looks: Our mid-noughties staples: blazers, skinny jeans and ‘boho-chic’ dresses.
The year: 2011
BURO. says: Versace’s capsule collection with H&M evoked an impression of decadent sensuality. Unapologetic glamour at its very best.
The star players: Lindsey Wixson on a giant gold hamster wheel? Now, that’s how you to do a fashion campaign.
The key looks: A studded leather dress and all the 90s-style leopard print.
The year: 2006
BURO. says: A wardrobe to spark more joy in your life? Just see Viktor & Rolf’s meme-inspired spring 2019 couture collection (genius). Years before, the Dutch duo injected their signature dopamine dressing into their wedding-inspired H&M collaboration.
The star players: The Viktor & Rolf bride.
The key looks: A particularly lovely bow-trimmed wedding dress.
The year: 2012
BURO. says: The one for avant-gardists: Maison Martin Margiela’s blockbuster collection featured re-editions of the anarchic house’s most iconic and bestselling pieces.
The star players: Artist and director Sam Taylor-Johnson filmed the campaign in Paris.
The key looks: The blanket coat, plexi heel shoes and ‘mirrored’ leggings (remember when they were a thing?).
The year: 2014
BURO. says: To mark 10 years of designer collaborations, Alexander Wang became the first American designer to lend his talents to H&M. Much like his ready to wear, it was an athleisure fantasy.
The star players: A regular on the Wang runway, supermodel Joan Smalls starred in the campaign.
The key looks: The leather joggers, bralettes, boxing gloves and outerwear galore.
The year: 2012
BURO. says: The geek-chic shapes, chunky shoes and pattern play: the Italian fashion house has long been loved by the fashion elite, known for its mix of girlish awkwardness and sporty accents.
The star players: Sofia Coppola’s campaign video, starring Brit actress Imogen Poots in Morocco, is how we wish we could dress every day of our summer holiday.
The key looks: The spot skirt suit with a matching jacket. Classic Marni.
The year: 2004
BURO. says: H&M's first designer collaboration was with the iconic Karl Lagerfeld. According to WWD most of the range sold out in a day globally. Unsurprising.
The star players: The King of Fashion, obvs.
The key looks: The Lagerfeld tees (get them on Vestiaire Collective).
The year: 2013
BURO. says: Rich in artisanal detail, saturated colours and natural fabrics - Isabel Marant is the master of French girl cool.
The star players: Model, singer and Jane Birkin’s daughter, Lou Doillon, was among the models up front and centre in the campaign.
The key looks: Leather trousers, a slouchy sweater and ankle boots: aka the dream daywear ensemble.
IMAGES | Courtesy of H&M