When you think about it, Swedish retailer
H&M is one of the biggest game-changers in the fashion biz. It all began on that one, fateful day somewhere in 2004 when the brains behind the cheap chic brand came up with the clever idea (god knows how) to align themselves with some seriously luxurious brands. First – and quite fittingly – came
Karl Lagerfeld. The exclusive collection of super-starched white shirts, boyfriend blazers and LBDs sold out within hours and the frenzy induced cast a legion of other notable fashion designers to follow suit: Next came Stella McCartney, then Dutch designers
Viktor & Rolf, followed by Roberto Cavalli and… Kylie Minogue? (Admittedly we’re still a bit confused on that last one.)