STOCKHOLM (Dow Jones)--Swedish fast-fashion giant Hennes & Mauritz AB Thursday signed a collaboration pact with Dutch designer duo Viktor & Rolf, who will create lines for both men and women.
This is the first such design sign-up by H&M in menswear ... .
The collections by Viktor Horsting and Rolf Snoeren - which follow on from H&M's collaboration with designers Karl Lagerfeld and Stella McCartney - will be launched in November, and available at selected stores across H&M's markets.
Analysts said Viktor & Rolf may not have the same megastar status as Lagerfeld, or Italy's Prada - who was rumored to tie up with H&M for this year's special collection - but they are well regarded by the fashion industry for their classic clothing with a modern twist.
"We wanted to surprise the market," an H&M spokeswoman told Dow Jones Newswires, saying the duo was "one of fashion's most innovative labels."
In addition to giving a welcome boost to H&M's sluggish same-store sales growth, the alliance will help H&M build its brand and increase credibility in the budget retailer's ability to produce more tailored garments, analysts said.
hmm this will be interesting.. i feel like i've followed a lot of their collections over the years but i can't say that a particular cut/pattern/style and say "yes that's Viktor and Rolf!"