England‘s High Street chain H and M is focusing on the younger market with their own original designs…and a little help from a fashion heavyweight.
House designer Margareta van den Bosch has revealed that she created clothes to suit the fun and free shoppers. While guest designer, Roberto Cavalli, is following a similar trend.
Cavalli, who has dressed the who’s who of the film and music worlds, has put together a fall collection for the budget brand as a way to allow young girls to wear his clothes.
He told Times2, “The young stop me all over the world in the street and say ‘Oh, Roberto, you’re my idol’. I said ok to H&M so that youngsters could have the chance to wear Cavalli, not just the beautiful stars on the red carpet. I hope to see lots of girls queuing up to discover what I have created for them.”
H and M’s own young brand, Divide, is all about being playful for the upcoming chilly season.
Bosch said, “The Divided concept has a style that attracts both grown-up and teenage customers. I think the creativity and comfort is the key to success. Great patterns and prints, cool styles, and, most importantly, the latest trends translated in a playful and unpretentious manner.”
Cavalli’s collection will be available from November.