26 May 2016

When H&M announces a new design collaboration it goes fast viral: #KENZOxHM

Since H&M started collection collaborations twelve years ago in 2004 with high fashion creator Karl Lagerfeld, the Swedish fashion brand surprises periodically with new partners like at the latest with luxury label Balmain. For next Autumn/Winter, H&M teams up with Kenzo. The 'Kenzo x H&M' collection of women's, men's wear, accessories will be available in over 250 selected H&M stores worldwide and online from 3 November. The information was sent yesterday globally and published already by magazines like Sportswear International (states "Hype guaranteed"), Observer (assumes that the collaborations of French fashion houses are a sign for the modernization of couture) or Vogue.co.uk where the article about the news are posted with embedded 'Kenzo x H&M' mood video via Twitter, and on Vogue.com, an exclusive interview with Carol Lim, Humberto Leon and Ann-Sofie Johansson is published.

Official hashtag for searching for media contributions is #KENZOxHM.

fig.: Kenzo Creative Directors Carol Lim (left) and Humberto Leon (right), in the middle Ann-Sofie Johansson, Creative Advisor at H&M. Photo provided by H&M. The teaser video gives a first impression of the lively fashion world of 'Kenzo x H&M' which is inspired by the energy of the street and fused with global traditions.

"With this collaboration with H&M we want to think big, push the boundaries and bring the new energy of KENZO to everyone around the world," says Carol Lim and Humberto Leon, Creative Directors at Kenzo.

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