H&M has appointed Lebanese designer Elie Saab as its next designer collaborator as it pushes its branding towards a more premium offer for shoppers.
The new collection aims to highlight the fashion brand’s contemporary vision across a wide range of apparel. The upcoming Elie Saab and H&M line will launch across womenswear, menswear, footwear, and a range of accessories.
Some of the main highlights include embellished gowns, shimmering outfits, and sharp-cut tailoring. The fashion brand’s details include fine lace, gradient sequins, and signature monograms.
Ann-Sofie Johansson, H&M creative advisor and head of design for womenswear said: “We are thrilled to announce this landmark collaboration with Elie Saab.
“Mr. Saab is a designer we have always respected—the journey from master of bridalwear in Beirut to the center of Paris fashion is an amazing, rich story, and we are so excited to be exploring his world. Our customers can expect a magical, ornate, and glamourous collection.”
Saab is an internationally acclaimed designer who is one of the members of France’s prestigious Chambre Syndicale de la Haute Couture.
He owns a brand that runs across couture, ready-to-wear, and accessories, and his designs have been featured on the red carpet as well.
Elie Saab, chairman and chief creative officer said: “This collection is created for all who admire the world of Elie Saab, and I hope it will be embraced with the same enthusiasm it was created with.
“I am very happy with this collaboration and with the way we worked together with the H&M team to bring the collection to life.
“It has been a truly collaborative and inspiring process. Each piece has been created with care and dedication, bringing together a complete wardrobe that speaks to every moment of a woman’s life.”
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