Rabanne and H&M unveil shimmering sequin collaboration
Roberta HERRERA
During the spring, Rabanne launched a vibrant and colorful collaboration with the e-commerce giant ZalandoPaco RabanneH&M
The capsule collection will be available globally online and in select H&M stores from November 9. The collaboration, characterised by its resolutely hedonistic spirit, was designed collaboratively by Julien Dossena, the creative force behind Rabanne for the past decade, and Ann-Sofie Johansson, H&M’s head of design and creative director.
A select group of guests and artists were treated to a preview of the ready-to-wear pieces at a glamorous soirée, which took place on October 2 at Silencio, an upscale nightclub on Rue Montmartre in the 2nd arrondissement of Paris. Silencio, whose design bears the distinctive touch of renowned filmmaker David Lynch, provided the perfect backdrop to unveil this festive collection adorned with sequins and glitter.
Among the attendees were Californian singer Cher, American actors Elle Fanning and Jared Leto, Russian model Irina Shayk, French model Tina Kunakey, and South Korean DJ Peggy Gou. All of them wore looks from this sophisticated capsule, which included long gowns embellished with golden and silver sequins, sportswear-inspired ensembles, and navy blue military-style coats. In terms of accessories, the collaboration presented a fresh take on the shoulder bag, an iconic Rabanne wardrobe staple.
Since its first exclusive capsule with renowned German couturier Karl LagerfeldBalmainStella McCartneyVersace
Following a similar strategy, the house of Rabanne (formerly known as Paco Rabanne until June of this year) has collaborated with major international groups such as H&M this fall and Germany’s Zalando in April.
This strategy allows Rabanne to fuse its couture heritage with the e-commerce expertise and market knowledge of these online fashion leaders. In the first half of 2023, these brands ranked fourth and fifth, respectively, on Kantar’s e-commerce fashion barometer in France.
This collaboration not only serves to elevate the Rabanne name in the collective consciousness but also allows the brand to connect with a new audience, attracting younger consumers or those with smaller budgets.
