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The Decade in Karl
2004: Karl Lagerfeld for H&M
On November 12, 2004, Karl Lagerfeld's collection for H&M—the first (but of course) designer collaboration with a fast-fashion retailer—hit stores. And less than 72 hours later, the company was apologizing, half happily, half guiltily: Nearly the entire collection was sold out. "We've been operating this business for some 60 years and we've never seen anything like it," H&M's marketing director said. The bargain-priced wool suits and tees printed with Lagerfeld's face (modeled by the designer himself and Erin Wasson on billboards in New York and Milan) inspired a shopping frenzy. "Some people bought 20 or 30 pieces in three seconds," Lagerfeld himself said. "Funny, no?"
On November 12, 2004, Karl Lagerfeld's collection for H&M—the first (but of course) designer collaboration with a fast-fashion retailer—hit stores. And less than 72 hours later, the company was apologizing, half happily, half guiltily: Nearly the entire collection was sold out. "We've been operating this business for some 60 years and we've never seen anything like it," H&M's marketing director said. The bargain-priced wool suits and tees printed with Lagerfeld's face (modeled by the designer himself and Erin Wasson on billboards in New York and Milan) inspired a shopping frenzy. "Some people bought 20 or 30 pieces in three seconds," Lagerfeld himself said. "Funny, no?"