Giorgio Armani is not a fan of high street designer collections.
The legendary designer expressed his distaste for the collaborations in Milan recently.
H&M kick-started the trend for designer clothing ranges in 2004 with a collection by Chanel designer Karl Lagerfeld.
Since then high profile names that have created successful ranges for the Swedish company have included Stella Mc Cartney, Madonna and Viktor & Rolf.
The rest of the high street have been quick to follow suit with Kate Moss's new Topshop collection launching on May 1st and Giles Deacons recent Gold collection for New Look.
Armani told WWD:"H&M is fantastic, but this kind of strategy is depressing because it plays with people's sense of inadequacy, treating customers as schmucks because they need the endorsement of a high-profile person to feel worthy."
Patricia Johnson
Tagged in Georgio Armani