H&M launched its first designer collaboration with Karl Lagerfeld in 2004. The partnership introduced a limited collection designed by Lagerfeld and helped establish H&M’s influential guest-designer program.
Announced in June 2004, the collection contained roughly 30 pieces for women and men. It was sold under the label “Karl Lagerfeld for H&M” and reached selected stores in H&M’s European and North American markets in November. The collection included sharply tailored basics, denim, knitwear, dresses and other pieces in a largely black-and-white palette.
The collaboration was notable because it brought a celebrated high-fashion designer’s work to a mass-market retailer at H&M prices. Lagerfeld was then creative director of Chanel, while also associated with Fendi and his own label. The project challenged the assumption that designer fashion had to be expensive.
Later partnerships with Stella McCartney, Viktor & Rolf, Roberto Cavalli, Versace and many others followed. The first collaboration is sometimes confused with the 2005 Stella McCartney collection, but Karl Lagerfeld’s 2004 partnership came first.