PARIS — A one-off collection by red-carpet staple Jimmy Choo will go on sale at selected H&M stores in November as the latest collaboration between the Swedish fashion giant and designer labels.
The link-up marks a new turn for H&M — whose previous one-off collections by Comme des Garçons, Stella McCartney and Karl Lagerfeld sold out in a matter of hours — because it represents the chain’s first foray into designer accessories.
British-based Jimmy Choo will launch a collection for women and men in around 200 H&M stores worldwide Nov. 14, which will include its trademark glamorous shoes and handbags and a capsule eveningwear line to complement the accessories.
“Jimmy Choo stands for the glamorous look our clients like,” Margareta van den Bosch, H&M’s creative adviser, told WWD. She said the H&M creative team felt it was time to venture into accessories, after a successful track record with designer apparel collections.
In 2005, H&M dipped a toe into jewelry, luring Solange Azagury-Partridge, the London-based fine jewelry designer, to create a limited 40-piece collection of costume styles, which retailed at under 20 euros, or $25.
H&M currently expects to launch around 12 shoe models for women, some of which will be available in two different colors, and four models for men.
Prices for most shoes will be pegged between 40 euros, or $55 at current exchange rates, and 100 euros, or $138, while the price range for the bags will be wider, reaching 200 euros, or $276, for some models.
Some items will be manufactured by suppliers in Asia, particularly China, but others will be produced in European countries like Italy and Portugal, according to H&M.
“We wanted to give our customers the possibility to get Jimmy Choo shoes at these prices,” van den Bosch said.
Although steeper than current accessory prices at H&M stores, they compare favorably with the average retail prices of Jimmy Choo creations, which start at $175 for a jelly thong and run up to $2,500 for an exotic skin boot, while core prices range between $495 and $795.
Jimmy Choo’s chief executive Joshua Schulman said the H&M collection is meant to be “a fun, accessible flash for a moment in time,” and as such it shouldn’t be viewed as a diffusion line for the brand, whose signature shoes are made in Italy and sold in its own boutiques and select specialty stores.
“We know there is a different customer who dreams of wearing Jimmy Choo and this is a fantastic opportunity for her to enter our brand for a limited time only,” he said. The H&M collection will of course have a different finish from Jimmy Choo-branded footwear, but it “will be more accessible and allow us to reach a broader audience,” Shulman added.
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