Don't be sold on big brand collaboration
H&M's partnership with Kenzo will tempt those chasing bargains, but don't expect designer quality
Over the past 12 years this store has stocked clothing bearing the names of Stella McCartney, Jimmy Choo, Karl Lagerfeld, Lanvin and Versace. In two and a half weeks' time, it will add Kenzo to that line-up. No, it's not Harrods or Selfridges or even Brown Thomas. It's H&M, one of the world's most successful fast-fashion empires.
In the name of collaboration, fashion stores are increasingly partnering with luxury labels to bring their design kudos to the masses at a fraction of the usual price.
Since H&M's first collaboration in 2004 the demand for diffusion lines has only grown, culminating in the highly anticipated Balmain x H&M collection in 2015 that saw people queuing overnight outside stores across the world.