Over the last few years there have been a number of H&M collaborations. This has been beneficial in two ways. Not only has partnering with established brands and designers elevated H&M's status around the world, it has also made couture clothing accessible to a larger audience. Through these H&M collaborations, labels such as Versace, Maison Martin Margiela and Sonia Rykiel have benefitted in terms of exposure and reach.
More than that, the H&M collaborations have targeted celebrities as well including Madonna, David Beckham and Lady Gaga. By working with the best, the Swedish retailer continues to push the boundaries when it comes to fashion, style and, of course, fashion fads. At the end of the day, however, H&M writes, "High-fashion design doesn’t have to be a matter of price."
- Gen Alpha
- Gen Z (primary audience)
- Millennial (primary audience)
- Gen X (primary audience)
