By Deborah Ferguson
H&M usually choose to collaborate with European RTW designers annually for a limited edition line; which attract people to line up the night before in front of select H&M stores worldwide and online. In the past the affordable capsule collections sell out within hours (usually 2-3). Alexander Wang will be the first NYC based RTW designer to create an affordable diffusion line for H&M. The collection will launch November 6,2014 with over 250 items.
H&M and Alexander Wang appropriately announced their 2014 collaboration via Instagram this Saturday at the Coachella Music Festival at their own pop up live music event. The party started at 11pm and escorted the VIP guests via Uber (somewhat like his RTW show in Brooklyn). Surpise performances by Major Lazer, Jesse Marco, Iggy Azalea, and Just Blaze kept the 700 guests jumpng, swaying and dancing.
“I am honored to be a part of H&M’s designer collaborations. The work with their team is an exciting, fun process. They are very open to push boundaries and to set a platform for creativity. This will be a great way for a wider audience to experience elements of the Alexander Wang brand and lifestyle,” -Alexander Wang
The VIP zone was populated with actors, models and recording artists as Alexander Wang has always aligned himself with "it" actors and recording artists, more than most RTW designers of late.
Jared Leto, Katy Perry, Zoe Kravitz, Florence Welch, Fergie, Kate Bosworth, Rosie-Huntington-Whiteley and Alexander Skarsgard made their way to the late night "fete du jour".
Coachella has become not only one the largest and best International music festivals but quite possibly one of the most targeted for RTW, high street, and beauty brands to compete for the best time slot to host a party. Why not ; most of young "it" Hollywood is attending as well as those who will actually wear the brands hosting desert parties.