For years, the fast fashion giant has been successfully pursuing its idea of offering the global public the opportunity to own special garments from well-known designers and luxury brands, such as Versace, COMME des GARÇONS, Maison Margiela, Alexander Wang, KENZO, Balmain, Roberto Cavalli, Giambattista Valli and Simone Rocha.
As for this year, the brand has announced that it will collaborate with Mugler on a collection created under the guidance of creative director Casey Cadwallader.. The line, which will be released globally on May 11 online and at selected H&M stores, “will embody the original and lively spirit of the house”.
This collaboration will undoubtedly be talked about as the Mugler brand is known for its adherent silhouettes, its avant-garde character and its declared sensuality. It will be interesting to see how H&M manages to adapt often meticulous and complex finishes to mass production.
«I was determined that this collection was a real Mugler collection». So explained Casey Cadwallader. «The details and quality of each piece had to be exactly as we make them. And I wanted to show the energy of Mugler, who has always proposed clothes that lead to personal liberation. You can be so many different versions of yourself in Mugler…».
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The first previews of the looks of the capsule have been revealed through the publication of a music video directed by the Torso duo and designed by Haley Wollens with an inclusive cast that sees the participation of names such as Shygirl, Amaarae, Arca, Eartheater, Sora Choi, Imaan Hammam and Mariacarla Boscono. Proposing an updated version of the 1998 Stardust hit Music Sounds Better with You, the video is to all intents and purposes a hymn exclusively dedicated to the campaign, as well as being a worthy preview of what we can expect from this explosive co-lab.
According to what has been declared, the capsule collection will in part be a manifesto of several references to the Mugler catwalks of the eighties and nineties but will also contain two inspirations: the first concerns a section dedicated to tailored garments, including suits, jackets and some pieces embellished with crystals; the second pays homage to Berlin clubbing and includes nude-effect catsuits and jeans with spiral lycra inserts. In all this there will be a section dedicated to menswear, in which we find, for example, blazers without lapels and sweatshirts with corsets.
The collection “will embody Mugler’s unique and vibrant universe” and will therefore be an ode to the shapes and lines of the body in a vision that unites contemporary design with the past. Each piece will thus be a tribute to a moment in the history of fashion. As stated in the press releases: «an opportunity for a global community of fans to own a garment from the brand’s heritage».
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