In 2004, H&M collaborated with then CHANEL Creative Director and iconic fashion designer Karl Lagerfeld, marking the beginning of H&M’s long tradition of collaboration with dominant luxury fashion houses and designers. Bringing high end fashion to the mass market, the collaboration revolutionized the fashion industry. “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.”  notes H&M Creative Advisor Ann-Sofie Johansson. 

Now in celebration of 20 years of guest designer collaborations, H&M is bringing back these renowned collections from early partnerships with the likes of Lagerfeld, Stella McCartney, and Comme des Garçons, to more recent collaborations like Moschino, Mugler, and Rabanne, as select pieces from every collaboration from the last two decades will be made available to the public once again.

Keeping H&M’s commitment to moving toward a circular economy, H&M partnered with online preloved marketplace Sellpy and online vintage retailers around the world to source items for this collection. “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.”  says H&M’s Creative Director Jörgen Andersson. 

These pre-loved pieces will be released through a series of eight drops in eight different cities around the world. The first drop on October 24th will take place at the Paris​ Lafayette department store, followed by its London Regent Street drop the very next day. The rest of the collection will drop every day following in international cities like Milan, New York, Barcelona, Stockholm, and Berlin, until its last global online drop on the 31st.

As fashion fans around the world prepare to revisit these groundbreaking collaborations, with brands like Versace, Jimmy Choo, and Maison Margiela that often time feel so out of reach, the upcoming drops promise to unite past and future generations in a celebration of iconic design. With each drop bringing renewed excitement to preloved pieces in cities across the globe, H&M’s legacy of innovation continues, setting a new standard for the industry.