STOCKHOLM, Sweden — Sweden's Hennes & Mauritz said on Wednesday its next designer collaboration would be with French upmarket fashion house Kenzo, which would create women's and men's collections as well as accessories for the budget apparel giant.
Kenzo's apparel is known for its vivid colours and prints.
H&M has collaborated regularly with upmarket fashion houses and celebrities for more than a decade as a part of its marketing strategy, with partners ranging from designers Karl Lagerfeld to Alexander Wang to football star David Beckham.
As opposed to H&M, Spain's Inditex spends little on advertising campaigns and does not do designer collaborations.
By Anna Ringstrom; editor: Alistair Scrutton.