H&M x Elie Saab campaign, 2026. (Credit: Drishti Kateja, provided by H&M via Élie Saab)
Long queues formed the day before H&M stores opened, accompanied by scuffles, morning hysteria, and near-instant sellouts. The initial collaboration between Swedish fast-fashion leader Hennes & Mauritz and Chanel’s creative director during his peak in fall 2004 was more than just a marketing stunt. It became a cultural phenomenon that fueled desire by offering luxury-branded statement pieces to a younger audience. In this way, they familiarized themselves with the aesthetic codes of these houses — feeling seduced, marked, and loyal even before receiving their first paychecks. Production quantities remained very limited, maintaining an aura of rarity for the collaborating fashion brands. Following Lagerfeld, other prominent fashion names naturally joined each year: Stella McCartney, Viktor & Rolf, Roberto Cavalli, Comme des...
Long queues formed the day before H&M stores opened, accompanied by scuffles, morning hysteria, and near-instant sellouts. The initial collaboration between Swedish fast-fashion leader Hennes & Mauritz and Chanel’s creative director during his peak in fall 2004 was more than just a marketing stunt. It became a cultural phenomenon that fueled desire by offering luxury-branded statement pieces to a younger audience. In this way, they familiarized themselves with the aesthetic codes of these houses — feeling seduced, marked, and loyal even before receiving their first paychecks. Production quantities remained very limited, maintaining an aura of rarity for the collaborating fashion brands. Following Lagerfeld, other prominent fashion names naturally joined each year: Stella McCartney, Viktor & Rolf, Roberto Cavalli, Comme...
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