Found on Retail Week:
The lingerie collection will be launched in 1,500 H&M stores worldwide as well as major Sonia Rykiel boutiques. It is the first time that H&M has extended its designer collaboration in to lingerie and accessories for women.
A second collaboration for spring 2010 will include knitwear aimed at young women and girls aged 18 months to 8 years-old, and also include a range of accessories. The spring collection will launch in around 250 H&M stores on February 20.
Nathalie Rykiel, president and artistic director of Sonia Rykiel, said: “It is a hallmark of Sonia Rykiel to think of all women, because fashion is about a certain spirit more than a question of means. This collaboration fits perfectly with our philosophy.”
H&M creative advisor Margareta van den Bosch said: “Sonia Rykiel is a true fashion icon who invented a signature style around femininity, Parisian chic and modernity – as well as functional, comfortable, wearable clothes. She has an attitude that inspires admiration among women of all ages around the world. We loved the joyful chic of Sonia Rykiel’s 40th anniversary runway show – and in that spirit this collection is all about revelling in great lingerie for its own sake. This is a totally modern, new kind of lingerie look, and when we started to work together with Rykiel on it, we just couldn’t stop.”
Sonia Rykiel opened her first boutique on the Rue de Grenelle in Paris in the spring of 1968, a time of social upheaval that led to what the designer describes as “la demode”, “unfashionable” style.
Her black clothes feature inside-out stitching, lace, strass, colourful stripes and the knitted sweaters that have become her hallmark.
H&M is set to launch its collaboration with Jimmy Choo in November.