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PARIS — Sonia Rykiel has given WWD a preview of the first looks from its lingerie collaboration with H&M, which will hit stores this week.
This story first appeared in the November 30, 2009 issue of WWD. Subscribe Today.
The one-off collection marks a first for the successful series of collaborations that the Swedish fast-fashion giant has secured with high-profile fashion designers.
The 70-piece collection will be available on Saturday in 1,500 H&M stores worldwide and will go on sale at the same time at Rykiel boutiques — the first time a guest designer for H&M will do so. The French firm counts 44 boutiques worldwide, along with 52 in-store shops.
“I wanted to show that I am very proud of this collection,” Sonia Rykiel’s daughter, Nathalie, who is president and artistic director of the fashion house, told WWD. “I also wanted to entice women who love our brand, but who may be hesitant to visit our boutiques.”
The boutique on Boulevard Saint Germain here will also exceptionally open for business on Sunday to showcase the lingerie collection, as well as a separate line of Sonia Rykiel accessories.
Taking inspiration from the main Rykiel line, the lingerie pieces have been designed to convey a Parisian, feminine and playful image through coquettish lace, Fifties-style pink satin, crystals and flower appliqués, as well as striped microfiber for the sportier looks.
“I wanted a sensual and feminine collection,” Rykiel said.
Rykiel included “Hollywood homewear” items like chiffon kimonos in black or pink, black velour pajamas and a one-sleeve dress that can double as eveningwear. Matching hair accessories and slippers have been added to complement the lingerie offering.
Prices will start at 7.95 euros, or $12 at current exchange rates, for thongs, rising to 19.95 euros, or $30, for bras and 79.95 euros, or $114.5, for homewear items.
The collection will be showcased at a party at the Grand Palais in Paris on Tuesday, with proceeds from a special sale at the event donated to UNICEF.