Tom Ford to follow suit with collection for H&M
Following the successful VERSACE Collection for H&M, which is now sold out (less than a week from launch), US media indicates Tom Ford could follow suit with a dedicated collection. Versace’s collaboration with H&M was preceded by Karl Lagerfeld, Alber Elbaz (Lanvin) and Jimmy Choo, which were both highly successful.
The ”limited edition” feature which fast fashion brand H&M ahs borrowed from luxury coupled with the aspirational factor seem to have been the key ingredients for the success of H&M ”luxury fashion” collaborations. In the case of Lagerfeld and Elbaz, consumers were actually perceiving they are buying a Chanel or Lanvin product, which otherwise they could not afford.
Unlike similar collaboration by other fast fashion brands (GAP with Valentino and Uniqlo with Jil Sander, H&M has sensibly run extensive media campaigns as well as lavish full scale fashion shows in the major capital cities, with the respective designers attending.