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Schema interviewsRei Kawakubo | Comme Des Garcons | H&M
H&M, the Swedish clothing retailer that has brought high fashion to the masses, has announced their newest collaboration: the store has partnered up with the Japanese avant-garde fashion-house COMME DES GARCONS, spearheaded by the enigmatic Rei Kawakubo.
While H&M has previously seen successful partnerships with high-end designers like Karl Lagerfeld, Viktor & Rolf, Roberto Cavalli, and Stella McCartney, the collaboration with Rei Kawakubo and Comme Des Garcons comes as a bit of a surprise, mostly because many fashion critics don't see how the fashion house's famously avant-garde designs will translate successfully into a commercial brand.
"I have always been interested in the balance between creation and business," Kawakubo said of the collaboration. "It is a dilemma, although for me creation has always been the first priority. It is a fascinating challenge to work with H&M since it is a chance to take the dilemma to its extreme, and try to solve it."
The collection, which will include men's, women's, and children's lines as well as accessories and a unisex fragrance, will debut in November 2008 at the opening of a new H&M store in Tokyo. The collection will be launched worldwide one week later.
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