Comme des Garçons for H&M
As queues formed around the block at London's H&M store yesterday, the launch of possibly the most anticipated collection with the high-street favourite had finally landed.
Comme des Garçons made its debut on the world stage to a huge reception, but what was all the buzz about and more importantly why was it being hailed as such a significant signing?
Well, firstly it's important to understand the Comme des Garçons history. The term is actually is French for "like boys", and is also the name of the Japanese fashion label founded by Rei Kawakubo. It is famous for, among other things for its clever deconstructed tailoring and fun polka dot jumpers and cardigans.
The label was started in Tokyo by Kawakubo in 1969 and was established as a company in Japan in 1973. The success of the label grew quickly and a men's line was added in 1978, although there was no huge recognition for the unique label at this time.
It was in 1981 that saw Comme des Garçons's debut show in Paris rocked by controversy for its use of distressed fabrics and a dark colour palette which consisted mainly of black. They were already starting to challenge what was considered the norm for sexy clothing, by creating monochromatic, asymmetrical and draped over the body clothing.
They also showed torn garments with holes and frayed edges to attack the notion that clothes had to be glamorous, colourful and beautiful to be considered as sexy.
This theme continued into the 1990s with some more controversial collections that made some of the models look deformed. They featured tight tops and skirts that were swollen by goosedown-filled lumps, which in turn distorted the body shape.
Kawakubo explored the concept of 'persona' in her 2006 autumn/winter collection, which cemented her place in designer history. She featured masculine tailoring combined with more feminine elements such as floral patterns on corsets and dresses.
Her latest collaboration with H&M saw jackets with armholes cut out, polka dot bags and a stunning range of pinstripe ruffled dress coats adorn the racks. Sources say that the collection was extremely well-received by the hoards of shoppers eager to get a piece of fashion history.
We think by the end of today's shopping day, only the bare bones of the collection will be left.