H&M revives iconic designer collaborations with pre-loved collection

H&M is celebrating the 20th anniversary of its guest designer collaborations with the launch of an exclusive pre-loved collection. 

The initiative will feature garments from H&M’s era-defining partnerships, which first began in 2004 with Karl Lagerfeld, then creative director of Chanel. The collaborations revolutionized the fashion industry by making high-end design accessible to a broader audience. 

The re-release collection will feature designs from collaborations, including Karl Lagerfeld (2004), Stella McCartney (2005), Viktor & Rolf (2006), Roberto Cavalli (2007), Comme des Garçons by Rei Kawakubo (2008), Matthew Williamson (spring 2009), Jimmy Choo (autumn 2009), Sonia Rykiel (spring 2010), Lanvin (autumn 2010), and Versace (2011). 

Most recent collaboration items include Marni (spring 2012), Maison Martin Margiela, (autumn 2012) Isabel Marant (2013), Alexander Wang (2014), Balmain (2015), Kenzo (2016), Erdem (2017), Moschino (2018), Giambattista Valli (2019), Simone Rocha (2021), Toga Archives (2021), Mugler (spring 2023), and Rabanne (autumn 2023).

The pre-loved items will be released in a series of global drops, beginning in Paris on October 24 and concluding online on October 31.

“Our aim was to introduce the world of fashion to consumers globally, while showcasing our connection to strong, thoughtful and original design. It connects to the fundamental ethos of H&M: that quality and creativity should be available for everyone,” said Ann-Sofie Johansson, creative advisor, H&M.

As part of the pre-loved initiative, items were sourced through partnerships with the online pre-loved marketplace Sellpy and global vintage retailers, in line with H&M’s commitment to sustainable fashion and a circular economy.

“Through working with pre-loved pieces, we can bring these collections back to fashion fans giving them the chance to love these collections all over again, while introducing iconic fashion moments from H&M and the world’s top design talents to a new generation,” added Jörgen Andersson, creative director, H&M.