Stella McCartney created H&M's second major designer collaboration, released in 2005.
The collection followed H&M's landmark 2004 collaboration with Karl Lagerfeld and extended the retailer's strategy of making luxury-associated design available at lower prices. McCartney's collection reflected her established preference for sharp tailoring, feminine silhouettes, and avoiding leather and fur.
The collaboration is sometimes confused with H&M's later partnerships with other British designers or with McCartney's work for sportswear companies. It was a full fashion collection rather than a single advertising appearance.
H&M's designer collaborations became a recurring annual feature, bringing names from luxury fashion, streetwear, music, and popular culture to a mass-market audience. McCartney's 2005 collection helped demonstrate that the format could continue beyond its original Karl Lagerfeld launch.