One of the wonderful things about a designer collaboration is how it amplifies reach. For the majority of people who live and die by fashion, having a closetful of designer garments is much less attainable than having a closetful of H&M. These partnerships take a high-fashion design approach and meld it with a fast-fashion production and distribution approach, for a result that's mutually beneficial for everyone involved: designers get a chance to reach new audiences, H&M makes the big bucks, and we get a new "designer" outfit each season without having to call our accountants to explain. But, when the designers involved are less established, the stakes can be a lot higher. Only the most talented, and those with the most potential, get picked, and even though you might not recognize the name Eddy Anemian, H&M plans to ensure that you will.
Part of its Design Award, now in its third year, this specific H&M collaboration collection was inspired by Tilda Swinton's role as Emma Recchi in I Am Love, and a part of Anemian's fourth-year collection at school at La Cambre titled They Can Cut All The Flowers, They Cannot Keep Spring From Coming. From everyday (that painted-arm black shirt) to super-special occasions (that white jumpsuit with a peek-a-boo pop of floral), the collection is a raw, cool take on the concept of spring florals. Picked by a panel consisting of Erdem, Michelle Dockery, and Michelle Harper, among others, Anemian won €50,000 (about $63,500), and the opportunity to sell pieces from his collection as part of an H&M collabo in stores later this fall. Check out the exclusive behind-the-scenes footage of all the upcoming good stuff you can add-to-cart soon.