Versace at H&M Strikes Gold
November 26, 2011 Fashion No Comments
The hype machine went into overdrive in anticipation of the Versace and H&M collaboration. Would the partnership live up to expectations? It did that – and more. The launch of Versace for H&M in the Swedish retailer’s stores was a runaway success. Young people, for it is they for whom the clothes are made, lined up for hours to purchase the latest clothing from Versace. When the stores opened on different dates around the world, offering cut-price designer opulence, the clothes flew off the racks. Some stores are reported to have sold out within 30 minutes of being opened.
If the 86-piece collection had been a music CD, it would have been called The Greatest Hits because it comprised many quintessential Versace pieces reinterpreted for today’s fashion-conscious shoppers. Gianni Versace’s iconic and bold prints were much in evidence, as were his trademark metal studs, mesh-like fabrics, full-length back zips, Greek key and daringly-different cut-away details.
Ladies clamored for studded, black leather dresses, gold-studded silk dresses in lipstick pink, metallic dresses, palm-print skirts, ‘hot-house’ dresses and floral leggings and bustiers.
Men were no less enthusiastic as they seized on bright pink or blue suits, leather pants, jackets and vividly-colored tee shirts with animal, tropical and celestial themes. The upcoming winter will see some sharply-attired young men in their attention-grabbing Versace wool and leather coat.
While some might think that the house of Versace lowered its status by collaborating with H&M, it was in fact a masterstroke on both their parts. It brought the shoppers in to H&M stores while Donatella Versace reached out to a younger audience who, having sampled the goods may mature with, and remain loyal to, the house of Versace. Act I has set the stage; Act II will follow early in 2012.