It’s finally here and after all the hype, the fashion chain’s bright and bold collection is on sale!

It’s that time of year again when H&M launch their big designer collaboration and unless you’ve been living under a rock for the past couple of months, you’ll know it’s with French fashion house Kenzo.

Just like their last collection with Balmain, fans queued outside stores in the cold, some since late last night to be the first to get their hands on the sought-after range.

The iconic photographer Jean-Paul Goude shot the campaign, starring seven diverse celebrities and figureheads. Appearing in the campaign are Iman, Rosario Dawson, Chance The Rapper, Ryuichi Sakamoto, Chloe Sevigny, Suboi and Xiuhtezcatl Martinez.

This is he most fun and quirky collaboration H&M have had to this day. H&M celebrated the Kenzo collab with an epic event in New York on 20th October.Ice Cube performed, models danced and attendees including Lupita Nyong’o and Chloe Sevigny looked resplendent in pieces from the collection.

So what does the collaboration look like? Well, this one isn’t for the feint-hearted, think Kenzo’s bold trademark prints, tiger motifs and ruffles with strong cultural influences from Japan and Russia.

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Several skirts, shirts, blouses, jackets and kimonos are reversible and feature detachable details in other prints.

Founded in 1970 by Japanese designer Kenzo Takada, creative directors Carol Lim and Humberto Leon have produced a stunning collection that celebrates the brand’s history.

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”Everything we made for this is going to be a collector’s item. None of it is a repeat of stuff that we’ve done before. It’s all exclusively for this and exclusively for H&M,” says Humberto Leon

“It feels like a really modern way to have this discussion and to celebrate the brand. Plus, it’s a fresh take for us,” says Carol Lim.

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“The collection is a giant fusion of archival Kenzo pieces from the 70s and maybe a little bit of the 80s and our own archives at the brand, dating back the last five years,” added Humberto.

Shop the whole collection here. It’s available in over 250 selected stores worldwide as well as online.

 Rachael Nichol x
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