By  on September 28, 2006

Not only did Viktor & Rolf say "I do" to a hookup with Hennes & Mauritz, they designed a wedding dress for the occasion.

Taking fast fashion down the aisle into a new frontier, the Dutch design wizards created a silk-and-tulle bridal gown that will retail for 298 euros, or $378, when the one-time Viktor & Rolf for H&M collection hits 250 H&M stores on Nov. 9.

"We kind of have a fetish for wedding dresses," confessed Rolf Snoeren who, with Viktor Horsting, designs one of the most conceptual labels in fashion. "You can't imagine a piece of clothing that is more exclusive or symbolic."

In 2004, the duo famously outfitted the wedding party for the televised nuptials of Dutch Prince Johan Friso to Mabel Wisse Smit, the bride in a duchesse satin gown festooned with more than 250 bows and trailing a 10-foot train.

Divulging details about their H&M collaboration exclusively to WWD, Snoeren said the collection sprang from the prospect of their short-lived marriage with the Swedish fashion giant, which in the past has engaged Karl Lagerfeld and Stella McCartney as temporary guest designers.

"All the women's clothes have hearts, and all the men's clothes have arrows," Snoeren said, explaining the love symbols on garments, including a heart-shaped belt buckle, arrows printed on a necktie and prints on jeans. "We really wanted to have a full wardrobe."

Indeed, the collection spans everything from shoes to underwear, with women's sweatshirts priced at 39.90 euros, or $51; trenchcoats priced at 99 euros, or $125; tuxedo blazers at 79.90 euros, or $101, and jeans at 59.90 euros, or $76. Men's items include brogue shoes at 99 euros, or $125, and a tuxedo at 149 euros, or $189.

Advertising to promote the venture, including a television commercial and print ads, also conveys the marriage theme, with model Raquel Zimmermann cast as the bride and Snoeren and Horsting as the two grooms. Lensed by Inez Van Lamsweerde and Vinoodh Matadin, the print campaign shows the trio posed like a wedding-cake topper.

The advertising blitz — including billboards and Internet elements — is slated to run in October and November in 24 international markets. Snoeren was mum on details about the TV spots, only saying that he speaks just one line. "I think it will be a fun little commercial," he said.

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