H&M teams up with Marimekko

Another season means another design collaboration for H&M. Barely a week after the Cavalli collection has hit stores, the Swedish conglomerate announces yet another design collaboration, this time with Finnish textile giant Marimekko. After teaming up with Roberto Cavalli, Kylie Minogue, Madonna - remember the white track suit? - Viktor & Rolf, Stella McCartney and Karl Lagerfeld, H&M has been studiously sourcing every corner of the fashion planet for fast, pressworthy injections with high turnover potential. For Spring 08 that means staying on top the fashion zeitgeist, which leading designers and journalists have coined is the new 'hippy chic'. What better than to team up with Marimekko?

H&M is expecting demand for seventies' style prints to be a huge trend for spring. Marimekko's unequivocal quirkiness caught the eye of H&M design head Margareta van den Bosch who cleverly knows how to combine affordable fashion with an aspirational twist. Whilst H&M prides itself on its accessability and quality, the latter may be something a discerning eye shouldn't take much notice of. Instead, the house is famed for 'translating' catwalk trends to the high street, often before design houses manage to deliver the very inspiration to its own stores.

Instead, H&M's designers have created a collection with Marimekko's popular patterns from the 1950s, 1960s and 1970s. The collection of some 50 products will be sold in H&M's stores on all 28 markets from April 2008. Focussing on patterns and graphics, the line will feature 70s-style dresses, tunics, skirts and shorts for women. For men there will be classic summer shirts and shorts.

'Our design team has long admired Marimekko's vivid prints and colours. When our designers came up with the idea of creating a collection with Marimekko prints, it felt natural and just the right time. The summer collection 2008 will be joyfully fresh like a vitamin injection,' states Margareta van den Bosch in a company press release.

 

Image: Marimekko dress