Sofia Coppola. After a full runway show, Nicki Minaj and Prince (yes, Prince) performed for the A-list guests. And on the morning of the launch itself, shoppers who spent the night camping out on the pavement outside of H&M’s Regent Street flagship in London, just for the chance to be one of the first to shop the collection, received a surprise: an appearance from Donatella Versace herself.
The crowds went wild.That was in 2011. Ten years later, H&M and other high-street retailers pursue a different strategy: small but mighty.A look at H&M’s recent roster of collaborators shows that it’s stepped back from the megabrands and opted instead to partner with small brands with distinct signatures and loyal followings.In the past year, H&M.
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