In New York, was showing his collection of Alexander Wang for H&M. New collaboration is particularly important also because H&M this year celebrates the tenth anniversary of its collaboration with fashion designers. During this period they had to work with a completely different, opposing aesthetics brands and personalities, standing at the head of these brands from Maison Martin Margiela to Karl Lagerfeld!
All designers who have become part of a larger project to acquaint a huge audience of H & M with high fashion, fit to work on collaborations for the Swedish giant mass market in its own way. Someone offers a retrospective collection, reviving the iconic objects from the past of the brand - and a trip to the store becomes effectively a visit to the museum of history of fashion. Others create entirely new, playing the main codes of his fashion house. Alexander Wang went to the second way. According to him, in the line of Alexander Wang x H&M just a couple of things, repeating items from previous collections in its brand. Two sweaters from the show three years ago with an altered pattern and shoes for spring-summer 2010, this time made from completely different materials, with the use of neoprene. Everything else - a completely new and original, a true paradise for fans of Wang and potential collectors of his work.
Designer became the first American to be invited to collaborate with H & M for the past ten years. They have long been interested Margareta van den Bosch, creative advisor giant mass market and almost head its design department for 30 years. Negotiations began about six years ago. "We started talking about - says the press-conference, Alexander Wang - how else can we surprise buyer? .. One of the ideas was very close to me, I always wanted to try his hand at" not killed "manufacturing clothing for active lifestyles. And this category besides still not addressed in previous collaborations H & M ". Therefore, the key words describing the collection were "sports", "functionality" and "outerwear". The last category is too infrequently recalled in H & M collaborations with other designers - comes to mind on the move unless jacket-blanket Maison Martin Margiela. The collection is much more diversity Wang: down jacket in these parks and very soon will probably be walking on snow-covered streets half the fashionable Moscow.