Designers Take to The Highstreet
This year we’ve seen huge designer names join forces with high street shops. Clearly the two’s price tags are a world apart, as well as the way they are manufactured and sold. So when designers such as Jimmy Choo and Matthew Williamson join forces with high street brands like H&M and Debenhams it makes you question if what you are buying is actually the real designer product, or simply a high street brand with a raised price tag.
Choo Good to Be True
"It shows well that fashion and quality is not a matter of price."
Debenhams have certainly led the way in terms of high street and designer collaborations. Their ‘Designers at Debenhams’ range currently houses a list of 21 designer names spanning across ladies and men’s fashion, accessories, childrenswear and homewear, with a total of 48 different ranges.
Debenhams first introduced designers into their stores in Autumn 1993 with a small collection of hats by Philip Treacy and evening wear by Ben De Lisi. Debenhams still houses Ben De Lisi’s collection of evening wear, labelled BDL, 17 years after its initial launch.
Three years later, in Autumn 2006, Debenhams launched their first major designer collaboration when they launched J by Jasper Conran for women. The collection featured suiting and smart day wear and is still in stores today. The Debenhams website claims each designer works closely throughout the season with design managers and buyers from development of the brand, ticketing, packaging and right through to the finished item being displayed in store.
New Look have also jumped on the designer bandwagon with their Gold collection by Giles Deacon. Deacon previously worked at fashion houses Bottega Veneta and Gucci, before setting up his own label, GILES, in 2003. His first collection for GILES was launched at London Fashion Week in 2004 and he was named "Best New Designer" at the British Fashion Awards.
When you think of shoe designers Jimmy Choo is certainly one of the famous names that springs to mind. Since its launch 14 years ago Jimmy Choo has been a phenomenal success and the brand name has become part of popular culture. So when H&M announced that they would be collaborating with the shoe giant earlier this year, it seemed too good to be true. H&M shoes are roughly £24.99, a far cry from the hundreds of pounds you would folk out for a pair of Jimmy Choo’s.
Oh La La
More recently, H&M collaborated with French fashion house Lanvin. Shoppers desperate to get their hands on the cut price designer items camped overnight outside H&M’s flagship store in Regent Street, London. Lanvin garments usually cost between £3,000 and £6,000, however H&M’s collection ranged from £1.99 for a cotton carrier bag to £199.99 for a satin evening coat. H&M said that the collaboration showed well that fashion and quality was not a matter of price.
The 48-piece women’s wear collection went on sale in 200 stores across the world on November 23 2010 and includes tulle party dresses, zebra print coats and cocktail dresses. H&M said the collaboration supported their business concept; ‘fashion and quality at the best price’.
From one French fashion designer to another, Azzaro have teamed up with La Redoute, the number one French fashion magazine, which has been in the UK for the past 12 years. La Redoute’s womenswear, menswear, lingerie, childrenswear and homeware are all styled with a subtle French twist, so the collaboration may come as no surprise. Azzaro has also had its share of red carpet appearances, Twilight star Kristen Stewart has chosen Azzaro designs to wear on numerous occasions. The full collection went on sale in August.
It seems that designers are jumping at the chance to collaborate with the high street, and at a much lower price than their usual collections the public are pulling out all the stops to get their hands on the clothes. After all, who wouldn’t want a designer wardrobe for little more than the price of a high street one?
Female First- Rachael Patan
Tagged in Lanvin Jimmy Choo