Next Thursday H&M launches the much anticipated Matthew Williamson collection throughout Europe and America.
The designer range is expected to draw enormous crowds, and is generating the kind of excitement that’s normally only reserved for the likes of Kate Moss. Indeed, the fashion press are predicting a frenzy with overnight campouts at H&M stores and racks that were picked bare minutes after stores open.
But that’s really no surprise, considering Williamson’s status in the fashion world. His label, after all, is worn by a slew of celebrity clients including Kiera Knightley, Kate Hudson, Mischa Barton, Thandie Newton and Helena Christensen - all women who have been celebrated for their style.
He is renowned for his brightly coloured and intricately detailed pieces, which have been worn by supermodels and celebrities. Now he is the latest designer to create a capsule collection exclusively for the Swedish chain, following such past successes created by Karl Lagerfeld, Viktor & Rolf, Roberto Cavalli and most recently Comme des Garçons.
The collection for H&M is something very special because they reference some of Williamson’s most iconic pieces, which have been re worked and updated for the retailer. Among his favourite pieces is the bias-cut graphic butterfly print dress with shoestring straps, which when worn with a soft wool cardigan with peacock embroidery over the shoulder is an update of an outfit from Williamson’s first ever show in 1997.
We also are treated to some of the designers more contemporary looks with an electric blue tuxedo that features the bold colourblocking trend from Williamson’s most recent catwalk show. “It would inject freshness into the wearer’s look,” says Williamson, “whether it is worn over jeans, biker or cigarette pants”.
Williamson’s beloved peacock insignia decorates a versatile jersey dress, while for evening he recreates one of his most celebrated pieces, a beaded ruffle gown that comes in a vivid tiger butterfly print.
But with the economy steeped in a recession, will the H&M magic continue? Will the fashion crowd turn out next Thursday morning prepared to power-shop for designs they'll barely have a chance to see let alone try on?
H&M marketers are banking on it.
“I think people will really love this collection. I love the way Matthew mixes prints in the dresses, and the colour-blocking of the tailoring. It’s very elegant, but there are lots of things you can wear in a really relaxed way, too. The mix and match of all the embroidery, the prints, the sequins and the colours makes, says Margareta van den Bosch, Creative advisor at H&M.
His iconic peacock feather motifs? His graphic butterfly prints? You can find it all there in this cheap and chic collection. Even the bold colour blocking looks from his recent collection is present and accounted for in a swank-looking cobalt blue and hot pink tuxedo.
I don’t know about you but I’ll be setting my alarm …
