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H&M Signs Design Pact With Dutch Duo

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.