Moving full-steam ahead with the masstige movement of high-low collaborations, H&M and Target figured out how to create the hype of “wanting” something vs. “needing” something in times of economic crisis.
Big-Box Retailers’ Masstige Moves: H&M’s Highly Anticipated Collection from Comme des Garcons Drops in Harajuku; Target’s Designer Collaboration Program Announced with Alexander McQueen
H&M X Rei Kawakubo from Comme des Garcon-New Collection to be Released in November in Connection with Opening of H&M Store in Japan
On April 3, the fast-fashion retailer H&M announced it had officially chosen Rei Kawakubo from Comme des Garcons to create the next designer collection coming out November, 2008. H&M, which has become known for producing “masstige” collaborations by bringing top-end designers and celebs to create limited-edition collections (i.e. Stella McCartney, Isaac Mizrahi, Madonna) at lower price points for the “masses” said in the statement that they have always wanted to have Rei Kawakubo on board as a guest designer.