Fashion / Style File

The Next H&M Craze

Expect This Colorful Fashion Line To Sell Out In a Flash

BY // 05.25.16

This time last year, social media was all atwitter following the news that French fashion house Balmain and its equally famous creative director, Olivier Rousteing, (who recently announced his own partnership with Nike) would team up with H&M on a design collaboration. The highly anticipated collection’s inventory was completely annihilated, online stock sold out in mere minutes, and massive lines clogged stores across the world.

But Balmain-mania left customers wanting more from H&M, and the wait is finally over: The retailer just announced via Instagram that whimsical fashion line Kenzo will take the coveted collaboration throne as its next featured designer.

“We wanted to really tell the story of the brand and of us,” explains Kenzo’s co-creative director, Humberto Leon. “Together with H&M, we will invite all the customers and fans to the real Kenzo world.”

If this marketing video is any indication of the collection, it’s safe to say that Kenzo’s world within H&M will showcase the brand’s vibrant colors, patterns and signature tiger insignia made famous by creative directors Leon and Carol Lim.

The duo, who met at University of California, Berkley, opened cutting-edge clothing boutique Opening Ceremony in 2002. They were tapped by Kenzo in 2011, and have taken the label to new heights, showcasing idiosyncratic designs that pack an exuberant punch on the runway.

“We can’t wait to share with everyone the world of Kenzo x H&M, with all of its creativity, fun and love of fashion,” says Ann-Sofie Johansson, H&M’s creative advisor.

Of course, Leon and Lim aren’t strangers to the launch of a successful collaboration. Kenzo recently partnered with Disney for a Jungle Book-themed collection in honor of the film’s remake. Needless to say, the bevy of jungle-centric apparel was a hit and offered another opportunity for the partners to show off their range.

“I think a dream customer is a new customer. We don’t have one girl in mind, and we never have,” says Lim. “The more people that discover the brand and come to love the rich history behind it and what we’ve created — to us, that’s exciting.”

Kenzo x H&M hits stores on November 3.

Can’t wait until the collaboration release? Shop some of our favorite Kenzo pieces here: 

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