Rei Kawakubo created H&M’s 2008 collaboration collection with the Japanese label Comme des Garçons.
Kawakubo founded Comme des Garçons in Tokyo in 1969 and is the label’s principal creative force. Her work is known for unconventional silhouettes, asymmetry, distressed fabrics and a willingness to challenge conventional ideas of beauty and fashion.
The 2008 H&M collaboration brought Comme des Garçons’ avant-garde approach to a much wider audience. The collection included clothing and accessories and was released in selected H&M stores, following the retailer’s established strategy of working with influential designers.
The collaboration is sometimes attributed to another Japanese designer because Comme des Garçons is frequently discussed alongside Yohji Yamamoto and Issey Miyake. However, the label’s founder and creative director is Rei Kawakubo.