Checking out the H&M website sent zaps of fashion tingles down my spine as they have the dummy H&M and Viktor & Rolf collaboration website up, ready to be updated with the LONG-awaited images of the antcipated collection.
Now, I will be honest here. To date, this is the designer-H&M collaboration I’m MOST excited about and MOST intrigued by. It could go in so many directions. Will it go my way and the collection will be interesting, slightly conceptual, experimental? Will it be like the La Redoute collaboration and be well-made tailoring and lux casual pieces? Will there be a trace of the absurd as seen in early Viktor & Rolf before they decided to go commercial? Will it bear any resemblance to their latest A/W06 collection which is not exciting but still very beautiful? These questions will be answered I reckon in about October when the magazines will run the promotion spreads, the images will be up and the hype machine really kicks in.
(My spoils from the two H&M designer collections, running along the theme of outerwear(?)
But for now, I have to plan ahead. I never did the crazy thing and get up at 3am to go queue for the Stella H&M collection, of which most I didn’t care for anyway apart from the trench. I only arrived 10 minutes before the Lagerfeld collection and I was one of the first 5 people to walk into the H&M at Oxford Circus, probably because the hype wasn’t so serious back then.
So this time, I can only say that pandemonium will surely ensue. Call me a fashion victim, call me crazy, call me faddy but you know what? I just might go the whole hog and camp outside! My only ever ‘camp queue’ experience was at Wimbledon when I was desperate to get centre court tickets and it was honestly the most pleasant queuing experience I ever had (a big shout out to Mr & Mrs Hutchinson in front of me who shared their scones and tea!). Somehow, I don’t think standing in the freezing cold with vintage fur-clad fashion students will be the same sort of pleasant, scone-scoffing experience, but it will most definitely be an experience to remember. However, it does all come down to the clothes so once I have judged the collection, I’ll know for sure whether it’s a yay or nay to the question of this post.