So the wait is almost over. After months of profuse teasing, H&M have finally debuted the lookbook for their highly anticipated annual designer drop, which for 2017 sees them team up with Parisian fashion house KENZO. Now one of the highest-profile gigs in fashion, the collaboration with the Swedish retail giant sees KENZO creative directors, Humberto Leon and Carol Lim take the brands aesthetic back to the street; just as radical founder Kenzo Takada originally did almost 50 years ago.
Also the brains behind cult US outfitters Opening Ceremony, Lim and Leon have become fashion’s hottest property after revolutionising how to engage consumers at a time in which fashion retailing has become increasingly complex and challenging. With last years highly successful Balmain collaboration still in the back of many minds, the pair have opted for signature head-turning print juxtapositions, explosive colour and plenty of conspicuous branding to get their message across to consumers; the latter especially being something the rebooted KENZO is credited for bringing back into vogue. Bringing to life the campaign is legendary photographer and filmmaker Jean-Paul Goude, who will further extend the campaign story onto window, video installation & launch party. “Thanks to H&M’s creative team, it’s the first time that this ‘cut and tape’ technique of mine will be seen in an advertising context,” says Jean-Paul. “A wonderful way to look at my work from a different perspective.”
How well the heavier winter pieces will be appropriated in the southern hemisphere is yet left to be seen, however the initial prospects seem promising considering the extensive collaborative experience possessed by Leon & Lim, and the frenzied reception the collection has recieved on social media. Alongside a campaign that amalgamates a huge roster of the who’s-who of the social and creative worlds, this collection surely has something for everyone.
H&M x Kenzo arrives in selected stores on November 3rd.
What a year its been for Kenzo, view the cult fragrance launch story & video here.