Fashion house H&M celebrates 20 years of designer collaborations with the re-release of iconic pre-loved pieces. This special collection gives a new generation of fashion enthusiasts the chance to reconnect with the designers who shaped modern high-street fashion, while aligning with the brand’s growing commitment to circular fashion practices.
The journey began in 2004 with the late Karl Lagerfeld, then at the helm of Chanel, whose collection changed the fashion industry by introducing luxury design at accessible prices. Over the following years, H&M collaborated with a diverse range of designers, including Stella McCartney, Donatella Versace, and Isabel Marant, each bringing their creative vision to a global audience. These partnerships bridged the gap between high fashion and retail, setting new standards for what ready-to-wear could achieve.
In collaboration with Sellpy and vintage retailers, H&M has sourced garments for this re-release to ensure these pieces remain part of contemporary wardrobes. The project aligns with the brand’s circular fashion efforts, encouraging a more thoughtful approach to shopping. Creative Director Jörgen Andersson emphasizes that the initiative introduces these collections to both loyal fans and new consumers increasingly interested in sustainable fashion.
Our aim was to introduce the world of fashion to consumers globally, while showcasing our connection to strong, thoughtful and original design. It connects to the fundamental ethos of H&M: that quality and creativity should be available for everyone. – Ann-Sofie Johansson, Creative Advisor, H&M
This curated selection includes a range of influential pieces, from Moschino’s playful designs to Maison Martin Margiela’s minimalist aesthetics. Each piece highlights the creative spirit of its original collection, reflecting the evolution of these collaborations over two decades.
The pre-loved garments will be released through a series of drops across key cities, beginning in Paris on October 24 and concluding with an online launch on October 31. Additional activations will take place in London, Milan, New York, and Berlin, where immersive experiences will introduce these collections to modern audiences. These drops provide a unique way for customers to engage with fashion history in an updated context.
From Lagerfeld’s pioneering launch to Mugler and Rabanne‘s 2023 collections, this initiative highlights the lasting impact of H&M’s designer partnerships. By offering these iconic pieces through a sustainable platform, H&M celebrates both its heritage and its commitment to shaping the future of fashion.
The designers featured within the re-release project are: Karl Lagerfeld (2004), Stella McCartney (2005), Viktor & Rolf (2006), Roberto Cavalli (2007), Comme des Garçons by Rei Kawakubo (2008), Matthew Williamson (spring 2009), Jimmy Choo (autumn 2009), Sonia Rykiel (spring 2010), Lanvin (autumn 2010), Versace (2011), Marni (spring 2012), Maison Martin Margiela, (autumn 2012) Isabel Marant (2013), Alexander Wang (2014), Balmain (2015), KENZO (2016), Erdem (2017), Moschino (2018), Giambattista Valli (2019), Simone Rocha (2021), Toga Archives (2021), Mugler (spring 2023), and Rabanne (autumn 2023).
