Last night, H&M threw a party in New York (the City) to celebrate their collaboration with Maison Martin Margiela, which is a totally good thing to do because 1) people love parties and 2) if any limited-edition fast-fashion+high-end designer collaboration is worth celebrating, it's this one.
Winter is coming, and if you're not longing for comfy, warm, cozy everything, you're probably a sociopath. MMM x HM doesn't just look like the most comfortable thing in the world — tailor-made (not really though; the collection's mass-produced) for shorter days and wintry, bone-chilling winds — it also looks flat-out amazing. And at least visually, the label managed to capture the original spirit of the house*, which is awesome because the spirits hate being neglected.
Anyway, many people attended the event. Here are the most famous ones: Julianne Moore, Sarah Jessica Parker, Mena Suvari, Kanye West (what else was he gonna do, stay home and read a book?), Helena Christensen, Selma Blair, Alan Cumming, and Chace Crawford. Some were wardrobed in the MMM for H&M designs, which they're happy to tell you about in the video below.
The collection was "unveiled" as a conceptual dance piece rather than a runway show, which looks and sounds like the most pretentious thing ever. Still, very approrpiate for the Margiela brand.
And most importantly: the clothes work. The collection arrives at H&M stores worldwide on November 15.
Here's the PR video from the event, followed by the collection photo preview.
*I do always worry about the quality of these collections. Just remember: as good as the clothing looks in the pictures, this stuff is still manufactured by H&M. The design concepts may be sophisticated, but I bet you can't fully execute them using the kinds of fabrics that are neccessary for a mass line like this to be financially viable.