H&M chose to collaborate with Alexander Wang (pix) because he brought “sport into fashion”.
The high-street retailer have revealed their reason for choosing the famed fashion designer as part of their latest collaborative campaign – which is available in stores and online from today (06.11.14) – was down to his skill at mixing sports luxe with the latest trends.
Margareta van den Bosch, the brand’s creative advisor, explained: “We chose Alexander because we had never made a sport collection and I think he really brought sport into fashion.
“He’s a great designer, and someone that I’ve been looking at for a while actually, and he is the first American that we have collaborated with.”
In the past, H&M have teamed up with Chanel’s creative director Karl Lagerfeld, Versace, Viktor & Rolf, with the most recent guest designer being Isabel Marant in 2013.
But when it comes to H&M collaborations, Margareta explained that each designer must bring something “different” to the table.
She told Vogue.co.uk: “First of all it must be someone that we like a lot, then it must be something very different from the previous collaboration, as well as someone that I feel that it is the right time for in the moment of fashion.”
Although she refused to give anything away about any future collaborations.
Margareta said: “We haven’t made any contact yet. We’ve been speaking about it but it’s next November. We normally give it nine months from start to finish.” â€“ Bang Media