H&M publishes book marking ten years of "collabs"

By

Anaïs Lerévérend

Published
Oct 28, 2014

In 2004, H&M was among the first retailers to popularize the principle of the “collab”, starting things with a partnership with Karl Lagerfeld. Ten years later, in tandem with the release of its latest collaborative capsule with Alexander Wang, the Swedish retailer will commemorate 14 collabs in a book entitled ”The First Ten Years." 

Before starting out upon what is sure to be a new decade of collaborations, H&M has written a chapter for each of the houses it has worked with since 2004, from Maison Martin Margiela to Sonia Rykiel and Lanvin to Versace.

The book will be sold for thirty euros in select stores beginning on November 6, along with the Alexander Wang collection for H&M. The brand will donate a quarter of the work’s sales to UNICEF.