H&M Celebrates Its 20th Anniversary With A Limited Edition Of Preloved Designer Pieces
This year, H&M is celebrating the 20th anniversary of its famous collaborations with guest designers - an initiative that has had a lasting impact on the fashion world. To celebrate this special milestone, H&M presents limited releases of pre-loved pieces from the most popular collections of the past years.
The journey began in 2004 with the first designer collection in collaboration with Karl Lagerfeld, then creative director of Chanel. This groundbreaking initiative fundamentally changed the fashion industry by making the designs of renowned international designers accessible to a wide audience. Not only did it raise the profile of some of the world's greatest fashion designers, but it also established the principle that great design should be accessible to all - regardless of price. Each collaboration was unique and reflected the individual values and visions of the guest designers.
"Our aim was to bring the world of fashion closer to people everywhere, while showing our commitment to strong, thoughtful and original design. This is in line with H&M's core ethos: quality and creativity should be accessible to all." - Ann-Sofie Johansson, Creative Advisor at H&M
Now fashion enthusiasts have a second chance to purchase iconic pieces from these ground-breaking collaborations through H&M's Pre-Loved initiative. The garments have been sourced through partnerships with online used clothing marketplace Sellpy and other global vintage retailers. Following the idea of a circular economy, it is part of H&M's commitment to develop sustainable solutions for customers.
“By working with pre-loved pieces, we can bring these collections back for fashion fans and give them the chance to love these collections anew, while introducing iconic fashion moments from H&M and the world's best designers to a new generation.”- Jörgen Andersson, Creative Director at H&M
The exclusive selection includes pieces from guest designers such as Viktor & Rolf, Versace, Marni, Moschino, Stella McCartney and Sonia Rykiel. The pre-loved pieces will be launched in individual drops in selected stores worldwide and online. Each store activation will offer a special experience and bring the collections to life in a new way.
Credits: PR
