Lanvin for H&M

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lanvin for h&m

   With a new collection about to hit the stores, H&M has implemented a slightly different strategy with their new, exciting collaboration with Lanvin, one of the most influential brands of the 21^st century. In an interview with Refinery 29,  Artistic Director, Alber Elbaz said, “Lanvin would never do a mass-market collection, but what intrigued me was the idea of H&M going luxury rather than Lanvin going public.”  Elbaz has been the artistic director of Lanvin since 2001 and he transformed the company into a fashion powerhouse.  He has launched some of the biggest fashion trends in the past ten years including ribbon, bows, pearls, raw edges, sumptuous color and metallic embellishments, all of which will, in some way, be included in his new line with H&M.  H&M is also trying something new with their marketing campaign for this new collaboration.  The company is doing a viral video campaign, which is a short commercial-like teaser launched on H&M’s website in which Elbaz explains the collection.  H&M is sticking with this marketing approach when they reveal both the womenswear and menswear collection to the world on their website on November 2^nd.  Three weeks later, on November 23^rd the actual line will be launched in over 200 H&M stores worldwide.   The Lanvin for H&M price point will not be revealed until November 2^nd along with the collection. However, it was revealed that because H&M is attempting to produce a more luxurious line, the prices will be slightly higher than the regular H&M shopper is used to.  Elbaz made it clear that this is a one-time-only collaboration, so when November 23^rd arrives, get to your nearest H&M and add a Lanvin for H&M piece to your own personal collection.  ASHLEY ANTENUCE    

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