Rykiel for H&M (Cause Sparkled Bloomers Are a Holiday Staple)


Sonia Rykiel *SPARKLES* Fall/Winter 2009/2010
Sonia Rykiel *SPARKLES* Fall/Winter 2009/2010

I’m several days late with my woohoo! for the Gaultier goodness on it’s way to Target later this year. And now there’s news of yet another designer-discount chain collab by way of Chez Rykiel + H&M.

PARIS — Picking up the pace of its designer collaborations, fast-fashion giant H&M said Monday French designer Sonia Rykiel would create a lingerie collection for holiday retailing.

The collection is to be launched Dec. 5 in 1,500 H&M stores worldwide, and also at Rykiel boutiques — the first time a guest designer for H&M will do so. The French firm counts 44 boutiques worldwide, along with 52 shop-in-shops.

In another first, the collaboration with Rykiel will continue into the spring season, with a knitwear line for women and girls, accompanied by accessories. This second collection will be launched in around 250 H&M stores on Feb. 20.

“We wanted something different,” H&M creative adviser Margareta van den Bosch told WWD. “Sonia Rykiel is very Parisian, feminine and playful, so it was an ideal choice.”

Looks like H&M is really trying to give Target a run for it’s diffusion money. But if the Rykiel lingerie collection looks anything like Fall 2009 (see above), I’ll be steering clear. Sequins in the nether regions just sounds like a bad idea.

via WWD.com

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