Viktor & Rolf in design collaboration with H&M, menswear to be added for first time
Dutch designers Viktor & Rolf have been named as fashion retailer Hennes & Mauritz's designer collaborators for the autumn season. The duo will create a limited edition womens- and menswear collection for the chain, following the successful collections produced by Karl Lagerfeld and Stella McCartney in the previous two years.
The one-time collection will be available at selected H&M stores across Europe, North America and the Middle East.
Viktor & Rolf started their career in 1993 when they won the Hyères Fashion Festival. Through exhibitions, installations, haute couture shows, and since 2000, women's ready-to-wear, they have been seen as one of fashion's most innovative labels.
Their first signature store, which is entirely upside down, has won a number of design awards and was opened in Milan last year. A year earlier, they also launched a fragrance with L'Oréal.
"If Haute couture is the most sublime form of fashion, H&M is fashion at its most democratic," Viktor Horsting and Rolf Snoeren said in a statement. "Our roots are based in couture. It's the heart and soul of our work. But we also love to play with opposites: transformation is a key element of our signature style. For us, fashion is an antidote to reality."
H&M's head of design Margareta van den Bosch commented: "We really admire Viktor Horsting and Rolf Snoeren and are fascinated by their unique way of working with design, combining their artistic talent with great craftsmanship."
