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Roberto Cavalli to spearhead H&M’s latest one-off line

10/22/2007

STOCKHOLM, SWEDEN —Some may call H&M a shopping mecca for fashionistas on a budget. And anyone who has shopped there knows that it’s impossible to try on just one item—which explains why most customers walk around with a bundle of clothes over their arms. Yet, when the company introduces guest designers, H&M transforms from a fashion-forward retailer to a mad house with lines out the door and customers in the ‘I-want-it-all’ shopping mode.

On Nov. 8, H&M will unveil yet another partnership with a luxury designer—Roberto Cavalli. The Roberto Cavalli at H&M Collection will launch in about 200 H&M stores worldwide. The Italian designer has produced a line for men and women unlike anything previously created. “We chose Roberto Cavalli because he is different from all the others [guest designers],” said Jennifer Uglialoro, spokeswoman for H&M.

Cavalli is know for sensual, glamorous style fit for celebrities, and while working with H&M he was able to embody the essence of his luxury line at mass level. “His style is perfect for this pre-Christmas collection, which is supposed to draw its inspiration from supposed to draw its inspiration from the New Year’s Eve Party of the glitzy young red carpet stars,” added Uglialoro.

The collection includes 25 women’s wear pieces, 20 men’s wear pieces, lingerie and accessories—all striving to create a dazzling effect for both day and night. For women, the focus is on animal prints and lurex (metallic yarns), making the garments perfect for anyone looking to mimic red carpet style. “I think that customers will be surprised to know that you can purchase high fashion evening wear at H&M prices,” said Uglialoro. On the other hand, the men’s collection features discreet colors like black, midnight blue, brown and white, showing that sexy comes in solids as well.

In general, Cavalli has a gift for fashioning his work in a way that enhances customers’ physical assets with colorful prints, embellishments and inimitable styles, moving away from the mainstream of everyday basics. The Roberto Cavalli collection represents an exuberant, successful lifestyle, stated Margareta van den Bosch, head of design for H&M. His other collections include Just Cavalli for a young audience, Class Cavalli and the Angels and Devils collection for boys and girls.

Bringing in designers to work on one-off exclusive collections for H&M is nothing new. The company has been graced by fashion visionaries like Karl Lagerfeld (2004), Stella McCartney (2005) and Viktor & Rolf (2006). “It is a great way of offering our customers something quality and high fashion at the best price,” said Uglialoro. By the looks of the success from past partnerships, it doesn’t appear that H&M will stop introducing new designers anytime soon.

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