As a newly employed adult (i.e. completely broke) nothing excites me more than the couture meets mass market production trend. Since my newly found financial freedom, my days at Nieman’s have dwindled and the people at Forever 21 know me by name. However, budget shopping is becoming increasingly more enjoyable as more and more top designers sign on with fashion chains such as H&M and Target. Most recently, designing team Viktor&Rolf announced their collaboration with H&M. The Dutch duo’s innovative and avant garde styles have a devout cult following that will, no doubt, multiply as soon as their fashion is made accessible to those of us whose wallets are lacking the black AmEx.
"If Haute couture is the most sublime form of fashion, H&M is fashion at its most democratic. Our roots are based in couture. It's the heart and soul of our work. But we also love to play with opposites: transformation is a key element of our signature style. For us, fashion is an antidote to reality. It's a great opportunity to communicate our vision with such a large audience of H&M devotee," said the two designers, Viktor & Rolf.
The high profile design partnership is the third for H&M. Karl Lagerfeld and Stella McCartney were the first two haute couture designers to team up with the chain store. The success of the two collaborations has paved the way for others, such as Viktor&Rolf and Behnaz Sarafpour for Target. The designers have adapted their often exaggerated haute couture collections to beautifully tailored, wearable and affordable pieces. Now, I just have to wait patiently for the H&M to open in the Beverly Center.