H&M will team up with Parisian fashion house Kenzo for this year’s designer collaboration. Find out what Creative Directors Carol Lim and Humberto Leon have to say about Kenzo x H&M.
On Wednesday 25th May – finally – H&M announced that its next designer collaboration will be with Kenzo. The “vibrant and playful Parisian house that captures the energy of global culture to create its unique, youthful spirit.” Creative Directors Carol Lim and Humberto Leon will bring the spirit of KENZO to H&M, creating collections for women and men as well as accessories with it launching worldwide in selected stores and online on November 3.
WHEN H&M CAME TO YOU WITH THIS IDEA, HOW DID YOU REACT?
Carol Lim: ”We were really excited. Obviously, we’re the latest in a line of a lot of incredible people. We were like, ‘We’re in great company!’”
WERE YOU NERVOUS?
Humberto Leon: ”No. We trust ourselves. And we trust each other. You know, I say, “What about this?” And Carol is like, ‘Well, what if we did it this way?’ It’s us, feeding off of each other.”
Carol Lim: ”I can really say we don’t get nervous anymore. We get excited—to start thinking, to start planning, to start asking ourselves, ‘Okay, so what do we want to talk about this time?’ What it comes down to is figuring out, okay, what message do we want to send with this collection?”
AND WHAT DID YOU DECIDE?
Humberto Leon: ”We wanted to really tell the story of the brand and of us. Together with H&M, we will invite all the customers and fans to the real Kenzo world.
AT H&M AND AT KENZO, WHAT DEFINES A COMPLETE COLLECTION? HOW DO YOU KNOW YOU’VE NAILED IT?
Humberto Leon: ”We like to make sure each piece [in the collection] has its own value and feels special, but at the same time that the collection as a whole feels really united. That means people should be as excited to own a t-shirt as they are to own a dress. Each piece should feel deliberate.”
Carol Lim: ”Yes, and, overall, it’s always about realising strengths and weaknesses. We know what we’re good at and what we can bring. We know what the team at Kenzo is good at and what they can do. We try to give everyone that space to be creative. And then it becomes about letting there be a dialogue between those perspectives. Sometimes, it’s really easy. And sometimes, it’s hard because there are multiple points of view involved. But that’s good! Ultimately, you work it out.”
WHO’S YOUR DREAM CUSTOMER FOR THE COLLECTION?
Carol Lim: ”I think a dream customer is a new customer. We don’t have one girl in mind. And we never have. The more people that discover the brand and come to love the rich history behind the brand and what we’ve created—to us, that’s exciting.”
KENZO x H&M will be available in selected stores & online from November 3, 2016.
Eeeeeeek!!!! Who is excited?? I know I am. I was at the press preview of Balmain x H&M and got some incredible pieces so I am already super excited for what Kenzo will create. Kenzo are one of my absolute favourites designer brands so to find out this is happening is something truly exciting.
All I say is…..ROLL ON NOVEMBER!!
Love Aoibhe xxx
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