If you know me well, you’d know that I will be the first to express scepticism towards H&M. And if you know the story well you would know that there have been plenty of ups and downs. Some would say the brand aims to reduce its carbon footprint, others would point out that it burns old collections. Some would say that they treat employees poorly, others would highlight the brand diversity. Nevertheless and despite all this who am I to claim who is right or wrong. I must admit I was never truly, crazy in love with the brand from the onset as many others, however their special collections always inspired my shopaholic soul. And I have definitely adored them since day one.

As every story, this designer match made in heaven has its beginning and the beginning starts in style with no one else but an icon. It is not easy to be brief in a timeline that starts back in 2004 so allow some time for reading through this piece. As the story revolves around my favourite collaborations, you may not always agree with me. However a special collection is nothing without showcasing a personal style. I have always advocated the motto of being different and despite all claims I believe these collections enable one’s style to shine bright. Some magic has truly happened over the years and as the song says “Two are better than one”

1. Karl Lagerfeld – November 2004

In 2004, H&M thought of a one off collaboration with Karl Lagerfeld but the buzz of having sold out completely in less than a day led to a precedent. Who wouldn’t want a designer piece at an affordable price? There was a catch though, not everyone could get a Lagerfeld as the collection meant to last two weeks was simply sold out (as disappointed Lagerfeld shared with WWD).

2. Stella McCartney – November 2005
Stella’s collection was in line with her recognizable style but despite not being one of my personal favourites, some of the sales of the organic cotton shirt were donated to animal welfare organizations.

3. Viktor and Rolf – November 2006
A true wow factor was of course the wedding dress designed by Victor and Rolf. Who wouldn’t like a collection inspired by love and characterized by hearts. I, personally, am all in!

4. Roberto Cavalli – November 2007
I have never been a huge fan of animal print and although a trade mark for Cavalli, for me the show stopper was the gold sequins dress – very sexy and very me. Unfortunately, not a piece I own as back in 2007 I was busy on ‘a track’ (literally) falling in love. Luckily for me a dress similar to this was only of the range of 7,000 in the Paris Cavalli’s boutique.

5. Comme des Garcons – November 2008
I own an amazing original Comme de Garcons piece but their H&M collection with polka dots fell short on my radar. It did strike as a collection that could have been any of the regular ones.

6. Matthew Williamson – April and May 2009
Exotic prints and lots of colours marked Matthew Williamson’s collections for H&M. It is rare to remember some details as memories fades but this flowing colourful maxi dress still strikes as a must have piece even today.

7. Jimmy Choo – November 2009
Jimmy Choo needs no introduction. We all know the studded and crystal shoes they are famous but to top this off Tamara Mellon also designed a limited edition clothing line to match these beauties.

8. Sonia Rykiel – 2010
A collection not so widely known, French designer Sonia Rykiel’s collaboration with H&M was sold out almost immediately. The latter included typical colours and patterns for the designer and also ventured into nightwear and children wear to match.

9. Lanvin – November 2010
The award goes to…here is my top favourite, 10 years ago Alber Elbaz gave H&M all of Lanvin secrets so much so that the once unimaginable couture creations were turned into something out of this world for the high street fashion. I was living in Geneva at the time and to date my yellow Lanvin remains one of my favourite pieces ever. I wore this dress on NYE that year while in Reunion and in Madonna de Campiglio in January while skiing. You may call me crazy as it was obviously freezing cold but health considerations aside, I felt like a star on top of the peak. The brand’s magic was definitely successfully translated into H&M and to this date for me this collection was by far the most successful one. As the designer stated in front of Vogue: “In the end, you really only have what you give away.” In the end he really gave it all away because H&M went luxury and not the other way around.

10. Versace – November 2011 and January 2012
Needing no introduction for the million fans out there, once the word of the Versace collaboration came out, the shops were barricaded the night prior to the collection coming out – the type you see whenever a new IPhone comes out. The recognizable style of colours, frills and all Versace stands about was definitely a success both in November and when the cruise collection came out. Being the all hearts and ribbons fan, my favourite is definite the dress with hearts and frills.

11. Marni – March 2012
Following the last two previous successes, Marni collaboration was not my favourite. The typical prints and graphical designs reminiscent pf the 60s were quite long and loose. Although I am a total history freak, the fit was not right.

12. Maison Martin Margiela – November 2012
Maison Martin Margiela was unusual choice and not so widely known but its unique leather designs made it to Ebay before even being presented in stores.

13. Isabel Marant – November 2013
Sequins, studs, interesting prints and materials were part of what Isabel Marant had to offer in her signature style collaboration.

14. Alexander Wang – November 2014
Alexander’s Wang creations were heavily inspired by sportswear as he became the first American designer to pair up with H&M. It is not my typical style to lounge in sportswear as I would be the last person to be seen in a gym but the collection had some unique pieces that I loved.

15. Balmain – November 2015
Olivier Rousteing was yet another huge success and yet another of my personal favourites. The designer has highlighted that his personal favourite show was the one of 2015 and the H&M show translated the Balmain army well into the high-street. But with so many famous models walking down the catwalk it was probably the hardest to get to, making pieces selling for catastrophic amounts on Ebay that sometimes exceeding an original Balmain design. The Balmain army was all in but so were customers ready to fight to get a piece of it. Perhaps criticism was the sharpest here claiming that instead of making these designers affordable, the collaboration only created a further gap. However one is certain the design combining ropes, materials as originally used in Balmain’s show earlier in the year made a collection to haunt the minds for years to come.

16. Kenzo – November 2016
The collaboration with Kenzo was by far my least favourite. I love a touch of colour but the colours dominating this collection and the animal prints were are representation of everything I hate in fashion. So I went for black – silk shirt with a tiger detail on the neck.

17. H&M Loves Coachella – March 2017
Not so widely known and perhaps not the collaboration one would compare to the rest, however the designs inspired by the Coachella festival were trendy and captured the festival’s spirit. My Coachella ripped jeans remain a statement piece in my wardrobe, cool to mix and match with pretty much anything and everything.

18. Conscious Exclusive collection – April 2017
Although the idea of Conscious collection first emerged some five years ago, the collection of April 2017 is to be remembered. Not only was the face of the campaign Natalia Vodianova but the designs were exquisite and what’s even better they were made of old plastic bottles. This collection showcased that a dress might be made out of Bionic materials but there are no boundaries of how creative you could get.

19. Erdem – November 2017
My favourite part of the Erdem collaboration was the film created by Baz Luhrmann. It made me think of fields of flowers and careless days, however the collection itself was not my favourite. The colours were dark and despite the huge list of celebrities showcasing is, the collection did not sell out on day one as others did. The designer never found the reasoning to venture into the high street fashion but the opportunity to win over so many people in so many countries eventually won over.

20. Moschino – November 2018
I have loved Moschino and its signature hearts and colors over the years but when Jeremy Scott became the creative director in 2013, it all became too much. While seeing fashion as a form of rebellion, the H&M Collection did not fall short in being unusual and focused on party-rage and an explosion of colours. Although it was all about democracy and allowing everyone to get something they cannot typically afford essentially I did not fall in love with these pieces.

21. Giambattista Valli – 2019
I first came to see the Valli collaboration at the amfAR Gala during the Film Festival in Cannes. There is nothing better than Cannes during this time of the year to really show the best that fashion has to offer. However the designer has always been one of my favourites. His style of recreating a romantic version of the past glory days with lots of layers of tulle has been impressive. Truly one of the greatest designers of modern time, his collection did not fall short on the high expectations. Similarly to Balmain and Lanvin he was able to recreate his original designs and style and bring them to the mass market. This collection really had all the right ingredients and each piece was unique in its own way. Although the amfAR dresses sold out within minutes of opening the doors, others were not to be missed either. From shoes to dresses, jackets to accessories each piece complimented the romantic and feminine vision of the designer. That’s probably the most I ever spent at H&M in my entire life – so I call this a success.

 

22. Richard Allan
This collection celebrated the legacy of the scarf designer Richard Allan taking his favourite print, graphics and colours for a vivid recreation of the sixties. It was time of revolutionary change and of innovative and powerful ideas coming together. The silk scarf vision is thus one transcended in time as this collaboration with H&M was beautiful. It was, as a matter of fact, his daughter Cate Allan who re-launched the brand in 2014 and brought its passion to the H&M stores.

23. Pringle of Scotland – 2019
Perhaps a bit lower key but still special Pringle of Scotland x H&M, created the ultimate winter cosy wardrobe. While writing this piece I am snuggled in my favourite grey sweater with a lion. We have become inseparable during these days of quarantine.

24. Johanna Ortiz – 2020
I have been a fan of Johanna Ortiz for a while now, so you could imagine my excitement when this collaboration was announced. Introducing some Latin American glamour and effortless chic to H&M with a rather low price tag is a dream come true. Her design capture the diversity of Columbia and are voluminous, dramatic, extravagant and colourful. In a nutshell they make you want to dance. My memories from the distant past when we were all allowed to travel, are with her masterpiece created for H&M.

Of course there is more and H&M is not stopping here. As I write this you could find the latest collaboration that hit stores in August by designer Sandra Mansour.

One thing is certain, we may expect plenty of creative surprises from H&M x.