LOS ANGELES — Oh, the irony of Viktor & Rolf and Swedish fast-fashion retailer H&M showing Hollywood how to stage an opulent celebrity wedding.
On their third trip to Los Angeles, the Amsterdam-based design duo piled on the clichés at last Friday's wedding-themed soirée at a private Bel-Air mansion to launch some 70 pieces for men and women that they created for the one-time collection Viktor & Rolf [heart] H&M.
Following a bachelor party organized by Greybull Press co-publisher Lisa Eisner at a Mexican wrestling bout that also featured burlesque dancers, Viktor Horsting and Rolf Snoeren greeted about 600 guests under a big white tent housing crystal chandeliers, a disco ball, a 10-piece chamber orchestra that played Madonna's "Like a Virgin," a catwalk for a runway show and a 12-foot-high wedding cake.
"The whole collection is [about] a wedding," said Snoeren at the Chateau Marmont before the party, the only one being thrown to fete the collaboration, which will hit stores Nov. 9. "We were thinking of a celebrity wedding because they don't last very long. That's why we thought of L.A."
Among the well-wishers who traveled from across town, New York, London and Canada for the party were Mary-Kate and Ashley Olsen, Owen Wilson, Kanye West, Jessica Paster, Magda Berliner, Liz Goldwyn, WeAretheSuperlativeConspiracy's, Greger Hagelin, Chip and Pepper Foster, and White Trash Charms' Brooke Dulien.
"I like the celebrity here in L.A.," said H&M head designer Margareta van den Bosch, noting the Stockholm-based company hasn't decided yet on the next designer in the series, which kicked off with Karl Lagerfeld and followed with Stella McCartney.
While Carmen Electra and Christina Milian respectively donned a black peacoat with heart-shaped buttons and an ivory silk crepe blouse from the collection, Chloë Sevigny, who was featured in H&M's ad campaign in 2000 when it opened its first shop in the U.S., paired Proenza Schouler's teal-striped pouf miniskirt with a black cardigan from Los Angeles' Trasteverine. Coveting the short khaki trenchcoat on the runway, Sevigny said that "it was all cute."
It was also a zippy process. Horsting said that after he and Snoeren received a call from H&M in March, they spent two weeks concocting everything that a couple would need for a wedding and honeymoon, including black plastic square-shaped glasses resembling the designers' signature spectacles, pink silk bras, dark skinny jeans, suede platform pumps, black tuxedos with heart-shaped lace cutouts and a silk wedding dress, which, at $349, is the most expensive item.Choosing white as the color for the plush carpeting, waiters' tuxedos and gloves, roses and a Rolls-Royce, Horsting and Snoeren hosted the party to end their 10-day tour of Chicago, San Francisco, Santa Barbara and Los Angeles. "We're very happy," Horsting said after the cake cutting and bouquet toss.
As for reports that there might be a corporate marriage between Diesel and Viktor & Rolf, the Dutchmen dismissed them as rumors. But Horsting and Snoeren, who are 37 and 36 years old, respectively, welcomed the exposure their conceptual label would gain from partnering with H&M. "We can address a bigger and new audience by doing this collection," Snoeren said.
Still, they acknowledged fashion is also about exclusivity. The wedding dress, which is the first that H&M has ever made in its 59-year-history, is available only in sizes 6 and 8 and limited to 1,000 units.
"It would be really fun if people sent us [wedding] pictures," Snoeren said.
Breaking: @cushnieetochs’ co-founders @carlycushnie and @ochsmichelle are parting ways. After a 10-year run, Ochs is leaving the brand. Get the full story on WWD.com – link in bio. #wwdnews #wwdfashion
@maybelline’s Kanako Takase had snow bunnies in mind when creating the beauty look for @philipppleininternational. Playing off of the bedazzled snowboards in the collection, Takase mixed two highlighters together for a luminous sheen. #wwdbeauty #nyfw (📷: @jilliansollazzo)
“There’s a huge gap between the old way of doing things and today. It takes the youth to help evolve that. You have to count on the kids today to help lead you into the future. A lot of these retailers are stuck in the past. Communication is the biggest thing,” said @ronniefieg of @kith on the youth’s role in retail. On Monday night, Jeff Staple moderated a keynote session with Fieg and @syresmith at Assembly - a series of workshops, talks and keynotes addressing topics or issues in the apparel industry. Head to WWD.com to read more advice from Fieg and what Smith thinks of his dad @willsmith’s Instagram account and sustainability (📷: @weston.wells)
@joansmalls closed the @michaelkors fall 2018 show in black sequined pants and a varsity T printed with 19 on the front and 81 on the back. 1981 – the year Kors went into business. #wwdfashion #nfyw (📷: @giovanni_giannoni_photo)
“You think your life is going to be a certain way, and nothing you thought would happen ends up happening. Never in my wildest dreams did I think I’d be designing clothes and working with Mickey Drexler, and building something I’m deeply proud of,” said Jenna Lyons. Nine months after leaving @jcrew, Lyons is exploring the meaning of happiness. Read the interview, where Lyons talks about reinvention and more on WWD.com – link in bio. #wwdfashion (📷: Farrell) #jennalyons #jcrew