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Designer collaborations with retail giants like Target, The Gap & H&M seem to be a dime a dozen these days. Kate Moss works with TopShop, Rodarte teamed up with Target & even Alexander McQueen has released capsule collections so that people who aren’t on the very top of the fashion pile can get in on the fun.

What’s the value of these deals?  It’s really all about economics.  Of course — like there was ever any doubt! The appeal of the designer label brings a new type of customer to the mass-market retailer, while women who don’t read Vogue are given more exposure to the high-end label in question.  There’s definite hype factor, too: the idea that those of us on a modest budget can suddenly own something by one of our most desired labels sends the internet all a-flutter.

But is it really worth it?  One of the most highly anticipated collaborations, Jimmy Choo for H&M, launches on November 14th, & the reaction has been mixed.  As one would expect, the pieces are luxe & sexy, with over-the-knee boots, studded dresses & more fabulous pairs of stilettos than you can shake a bunion at. But the question remains: if Jimmy Choo can make shoes at such a low price-point, what have we really been paying for all this time?

Part of what draws customers to luxury labels is the exclusivity factor, which is created by the scarcity & price-tag of the item.  Once you take this away, via major distribution & a lower-cost product, what’s left?  Is the label really so desirable after all?

Die-hard luxury fans will say yes.  Collections designed for mass retailers are usually pawned off to junior designer teams within the label before eventually being looked over & signed off by the person in charge, while the head designer will have had a much more active hand in the line which bears their name.  The quality of their flagship line will be higher, the styling will be more exciting, & the fact that your goods are Rodarte– as opposed to Rodarte for Target– makes all the difference.

Below are some recently-released preview images of Sonia Rykiel for H&M, which will hit stores on December 5th.  I love the pale pink rose detail against the black, especially on those little mesh shorts. While all of the ensembles presented would be perfect for a debaucherous tea party, I can’t help but think they wouldn’t be good for much else… Unless unidentified lumps beneath your clothing is a look you relish.  However, with lingerie as outerwear slated to be one of the biggest upcoming trends, you never know exactly how some young fashionista might style them.  That’s all part of the fun.

Words by Gala Darling

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