DEAR MY FRIEND

I know you were all thrilling about the Isabel Marant X H&M collection,  but there is a “but” thing that I would Love to point out. Well, nothing against that collaboration, that I have no doubts it will have its merited success, but let´s focus to an another collaboration with H&M. The one from the winner of H&M´s 2013 Design Award* (selected by a jury composed of Jonathan Saunders, Tim Blank, Sølve Sundsbø and Leith Clar) , South Korean designer Minju Kim, hailed from the prestigious Royal Academy of Fine Arts in Antwerp, studyed under Walter Van Beirendonck and Dirk Van Saene.

Her winning collection, titled “Dear friend” among other finalists was not a very commercial or minimal for H&M standards, but convinced the jury, because of her "unique design signature, one that combines playfulness, fantasy and optimism with great creativity and technical skill." The collection was originally made for her 3rd year endcollection, presented in the Royal Academy of Antwerp and also won the prize (since that she already graduated).

She was inspired by the Japanese horror manga artist Ito Junji, a play between the innocence and the horror-side. Her work is a celebration of peplums, rich colors and textures. At the end we all were curious how H&M will adapt for selling commercial.  Surprisingly the soul of her “Dear Friend” remained, nothing was lost and we get a capsule collection made of nine pieces (and two accessories), composed by trapeze short dresses, round sleeved sweatshirts and a collarless cocoon coat. The price range for this lovely portion of unique design, range from 19,95 Eur to 149 Eur.

It will be interesting to see the reaction of this brave step (step ahead of course) of H&M from the customer´s side, when it hits selected H&M stores (in Sweden, Denmark, the US, UK, Japan, South Korea, Italy, France, the Netherlands, Belgium and Germany) and online on October 17th. There is one more interesting fact, news from, that this collection will be also available at the Opening Ceremony (first time for H&M) in New York, Los Angeles and London.

Still just for Marant thing?

/ coat 149 Eur /

/ left: dress 39,95 Eur, right: bat cape 59,95 Eur /

/ left: knitted sweater 49,95 Eur, right: Love short jacket 79,95 Eur /

/ left: Heart top 49,95 Eur, right: Shinny pants 49,95 Eur /

/ left: shoes 49,95, right: collar 34,95 Eur /

There is also a T-shirt 19,95 Eur and the black sleeved sweatshirt 29.95 Eur, both can shown in the H&M official photos (see up).

*  Every year an esteemed jury together with H&M would select one BA student from the elite fashion schools of Europe to receive 50,000 Eur as a prize and collaborate with the chain to produce a capsule collection.  

/ All photos and videos courtesy of H&M Group /