Will H&M Be Able To Cooperate With Balmain As Well As UNIQLO And Hermes?

Blogs, time limited snapping and pop-up restaurants are no longer popular in the minds of the 00 generation, and the concept of cooperation has not yet risen, at least in the mainstream way that we can see today.

But since Sweden

Retailer

Launched the annual designer collaboration project. After years of experience, the project has become one of the most important events in the retail industry calendar.

Over the years, at least this senior

The alliance with advanced street brands can produce cohesive power.

From 2008, it first launched the COMME des GAR ONS round point style with Karl Lagerfeld, and the tropical customs cooperated with Versace in 2011, and last year's outdoor sports series with Alexander Wang to cooperate with Balmain this year.

One thing is very clear: customers like this cooperative style.

The brand launch date also seems to be extended every year.

As early as 2005, when Stella McCartney just launched the second luxury clothing that was cooperating with H&M, at that time, the British high street apparel chain (and the British Fashion Association "NewGem" plan and the fashion Oriental's men's creative fund sponsors) chose a more detailed and radical way. They worked with niche designers such as Meadham Kirchhoff, Marques Almeida and J.W. Anderson.

At the same time, H&M launched smart search for Karl Lagerfeld.

Today, the watershed of creativity means that H&M will continue to work with more mature and advanced designers, rather than those who are like Craig Green or Agi& Sam, who are graduating from the Topman menswear training program for two people.

This practice brings both blessing and curse. Just like the launch of every new series, some people are full of expectations and others are deeply prejudiced.

Last year's cooperation with Alexander Wang was obviously a plan of "time, place, place and people", which fully complies with the trend of fashion.

But the biggest question now is: can Balmain copy this success?

When the first American design Alexander Wang, who was co operating with H&M, was invited to promote the brand 10th anniversary, he decided to strengthen the challenge of his trademark luxury sports and casual wear series.

The monochromatic series is not only beautiful and full of futuristic sense, but also highly functional. It combines technology fabrics with sports products such as goggles and boxing gloves.

Today, with the global style moving towards "sports and leisure" and "healthy Minimalism", only a few fashion designers can use fashion like Alexander Wang.

Looking at Balmain a year later, the brand almost displays a completely different aesthetic view.

The creative director, Olivier Rousteing, is undoubtedly weak, impractical and sometimes vulgar in the control of fashion in Paris. (will someone wear a jewellery shirt?) at least when compared with the ultra modern and minimalist style of Alexander Wang.

Of course, Alexander Wang is different from Rousteing's view, which should be a good thing.

If each new series is a continuation of the same style, how can it achieve the desired effect of the brand? H&M always chooses a different style: for example, after the Holland weirdo Vikor& Rolf, Roberto Cavalli takes the baton, and the brand cooperates with Versace, and then collaborate with Lanvin.

The latter two cases (Versace and Cavilli) are the objects that Balmain will focus on.

The launch of the Versace series has been a great success. The brand has held a grand New York release party.

The report shows that the products of the global stores have been sold out within 30 minutes.

But that was in 2011.

Since then, great changes have taken place in the fashion industry, and people are beginning to question whether this aesthetic style of "above life" is correct.

Do people's love for Cavallie, Versace and Balmain really resonate with contemporary fashion styles? Are these things that H&M should bring to the public? Like many other things in life, the answers to these questions are totally subjective. Here are the voices of people who support or oppose H&M xBalmain xBalmain:

I want to know what Olivier Rousteing will do recently to see his 2015 autumn winter series.

Style.com describes it as "a notorious and flaunting captain."

I'm not sure if this is true, but the series does use a lot of velvet, cotton leather, semi precious stones, military badges, wrinkled casual shoes, and golden belts.

It's a far cry from what you see in the streets of Europe, America and Asia.

But it can not be used to judge Balmain as a brand or Rousteign as a creative director.

More people just question H&M's choice of Balmain as the next partner. Can this create a new legend? Given the current style and current situation of Balmain, it is hard to say that it can become a popular commercial brand like Alexander Wang.

I mean, don't underestimate the influence of celebrities. I mean H&M's star status and other social celebrities who work with Balmain.

Kanye West and wife Kim attended the Balmain2015 spring and summer men's fashion show. The two were friends of Rousteign. Obviously fashion trends are not only influenced by strange styles.

In addition, Balmain boss will record the popularity index of Kendall Jenner, Rihanna, Rosie Huntington Whiteley, Nicole Richie and other notable star names in the personal contact book, some of which can no doubt arouse the public's attention easily.

What is really interesting is that these combined forces and H&M will burst into a spark in the market consumption environment. This will undoubtedly be another commercial explosion of the company.

In the 2004 annual report of H&M, the company referred to the first collaboration with Karl Lagerfeld: "this series is fully in line with our business concept, and consumers do not have to spend a lot of money to have exquisite design and quality."

In 2005, H&M headquarters in Stockholm replied to my reply email: "we usually do not cooperate with designers, but if our customers like it, we are likely to continue."

In 2015, we all know how they did these cooperation.

The real question is whether they need to rely on their customers' preferences, or can they find their true products based on their products?