Noch vor ein paar Jahren, lösten H&M Designerkollaborationen noch einen wahren Hype aus: Es gab kaum ein Medium, das nicht nahezu wöchentlich über neueste Updates berichtete – und das bereits rund fünf Monate vor dem Release im November. H&M verstand es auf eine sehr geschickte Art und Weise, solch ein Tamtam zu veranstalten, dass es anfangs nicht mal zur Übersättigung kam, vielmehr schien unser Informationsdurst nicht abreißen zu wollen. Irgendwann aber trat sie ein, die Designerkollektion-Ermüdung, die immer gleiche Maschinerie, die mit immer weniger interessanten Kollaborationspartnern einher ging. Nach Marni und Isabel Marant war tatsächlich auch für uns kein Wow mehr mit dabei, Alexander Wang und Balmain war gar nicht unser Fall, und auch bei Kenzo verdrehten wir anfangs die Augen. Anfangs. Denn nachdem man die Marketingstrategie im Hause H&M änderte, leiser wurde und von Aufdrängen keine Spur zu sein schien, überzeugte die Kollektion von ganz allein:
Folklore Prints, extravagante Muster und Roben, die das starke Lebensgefühl von Kenzo perfekt einfangen, dazu eine Launch-Party mit Tänzern, „Express Yourself“-Remix und Ice Cube auf der Bühne: Hier hat jemand mal wieder gezeigt, wie es richtig geht: Auch ohne Hashtag Mania, Promi-Tohuwabohu und Permanent-Beschallung.
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Mehr erfahren
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- NEW YORK, NY – OCTOBER 19: A model walks the runway at the KENZO x H&M Launch Event Directed By Jean-Paul Goude‘ at Pier 36 on October 19, 2016 in New York City. (Photo by Thomas Concordia/Getty Images for H&M)
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- NEW YORK, NY – OCTOBER 19: A model walks the runway at the KENZO x H&M Launch Event Directed By Jean-Paul Goude‘ at Pier 36 on October 19, 2016 in New York City. (Photo by Thomas Concordia/Getty Images for H&M)
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- NEW YORK, NY – OCTOBER 19: A model walks the runway at the KENZO x H&M Launch Event Directed By Jean-Paul Goude‘ at Pier 36 on October 19, 2016 in New York City. (Photo by Thomas Concordia/Getty Images for H&M)
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- NEW YORK, NY – OCTOBER 19: A model walks the runway at the KENZO x H&M Launch Event Directed By Jean-Paul Goude‘ at Pier 36 on October 19, 2016 in New York City. (Photo by Thomas Concordia/Getty Images for H&M)
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- NEW YORK, NY – OCTOBER 19: Models walk the runway at the KENZO x H&M Launch Event Directed By Jean-Paul Goude‘ at Pier 36 on October 19, 2016 in New York City. (Photo by Thomas Concordia/Getty Images for H&M)
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- NEW YORK, NY – OCTOBER 19: A model walks the runway at the KENZO x H&M Launch Event Directed By Jean-Paul Goude‘ at Pier 36 on October 19, 2016 in New York City. (Photo by Thomas Concordia/Getty Images for H&M)
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- NEW YORK, NY – OCTOBER 19: A model walks the runway at the KENZO x H&M Launch Event Directed By Jean-Paul Goude‘ at Pier 36 on October 19, 2016 in New York City. (Photo by Thomas Concordia/Getty Images for H&M)
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- NEW YORK, NY – OCTOBER 19: A model walks the runway at the KENZO x H&M Launch Event Directed By Jean-Paul Goude‘ at Pier 36 on October 19, 2016 in New York City. (Photo by Thomas Concordia/Getty Images for H&M)
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- NEW YORK, NY – OCTOBER 19: A model walks the runway at the KENZO x H&M Launch Event Directed By Jean-Paul Goude‘ at Pier 36 on October 19, 2016 in New York City. (Photo by Thomas Concordia/Getty Images for H&M)
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- NEW YORK, NY – OCTOBER 19: Models walk the runway at the KENZO x H&M Launch Event Directed By Jean-Paul Goude‘ at Pier 36 on October 19, 2016 in New York City. (Photo by Thomas Concordia/Getty Images for H&M)
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- Jazzelle
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- NEW YORK, NY – OCTOBER 19: A model walks the runway at the KENZO x H&M Launch Event Directed By Jean-Paul Goude‘ at Pier 36 on October 19, 2016 in New York City. (Photo by Thomas Concordia/Getty Images for H&M)
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- NEW YORK, NY – OCTOBER 19: A model walks the runway at the KENZO x H&M Launch Event Directed By Jean-Paul Goude‘ at Pier 36 on October 19, 2016 in New York City. (Photo by Thomas Concordia/Getty Images for H&M)
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- NEW YORK, NY – OCTOBER 19: Models walk the runway at the KENZO x H&M Launch Event Directed By Jean-Paul Goude‘ at Pier 36 on October 19, 2016 in New York City. (Photo by Thomas Concordia/Getty Images for H&M)
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- NEW YORK, NY – OCTOBER 19: A model walks the runway at the KENZO x H&M Launch Event Directed By Jean-Paul Goude‘ at Pier 36 on October 19, 2016 in New York City. (Photo by Thomas Concordia/Getty Images for H&M)
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- NEW YORK, NY – OCTOBER 19: A model walks the runway at the KENZO x H&M Launch Event Directed By Jean-Paul Goude‘ at Pier 36 on October 19, 2016 in New York City. (Photo by Thomas Concordia/Getty Images for H&M)
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- NEW YORK, NY – OCTOBER 19: Models walk the runway at the KENZO x H&M Launch Event Directed By Jean-Paul Goude‘ at Pier 36 on October 19, 2016 in New York City. (Photo by Thomas Concordia/Getty Images for H&M)
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- NEW YORK, NY – OCTOBER 19: Models walk the runway at the KENZO x H&M Launch Event Directed By Jean-Paul Goude‘ at Pier 36 on October 19, 2016 in New York City. (Photo by Thomas Concordia/Getty Images for H&M)
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- NEW YORK, NY – OCTOBER 19: Models walk the runway at the KENZO x H&M Launch Event Directed By Jean-Paul Goude‘ at Pier 36 on October 19, 2016 in New York City. (Photo by Dimitrios Kambouris/Getty Images for H&M)
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- NEW YORK, NY – OCTOBER 19: A model walks the runway at the KENZO x H&M Launch Event Directed By Jean-Paul Goude‘ at Pier 36 on October 19, 2016 in New York City. (Photo by Thomas Concordia/Getty Images for H&M)
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- NEW YORK, NY – OCTOBER 19: A model walks the runway at the KENZO x H&M Launch Event Directed By Jean-Paul Goude‘ at Pier 36 on October 19, 2016 in New York City. (Photo by Thomas Concordia/Getty Images for H&M)
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- NEW YORK, NY – OCTOBER 19: A model walks the runway at the KENZO x H&M Launch Event Directed By Jean-Paul Goude‘ at Pier 36 on October 19, 2016 in New York City. (Photo by Thomas Concordia/Getty Images for H&M)
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- NEW YORK, NY – OCTOBER 19: Models walk the runway at the KENZO x H&M Launch Event Directed By Jean-Paul Goude‘ at Pier 36 on October 19, 2016 in New York City. (Photo by Thomas Concordia/Getty Images for H&M)
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- NEW YORK, NY – OCTOBER 19: A model walks the runway at the KENZO x H&M Launch Event Directed By Jean-Paul Goude‘ at Pier 36 on October 19, 2016 in New York City. (Photo by Thomas Concordia/Getty Images for H&M)
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- NEW YORK, NY – OCTOBER 19: A model walks the runway at the KENZO x H&M Launch Event Directed By Jean-Paul Goude‘ at Pier 36 on October 19, 2016 in New York City. (Photo by Thomas Concordia/Getty Images for H&M)
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- NEW YORK, NY – OCTOBER 19: A model walks the runway at the KENZO x H&M Launch Event Directed By Jean-Paul Goude‘ at Pier 36 on October 19, 2016 in New York City. (Photo by Thomas Concordia/Getty Images for H&M)
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- NEW YORK, NY – OCTOBER 19: Models walk the runway at the KENZO x H&M Launch Event Directed By Jean-Paul Goude‘ at Pier 36 on October 19, 2016 in New York City. (Photo by Thomas Concordia/Getty Images for H&M)
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- NEW YORK, NY – OCTOBER 19: A model walks the runway at the KENZO x H&M Launch Event Directed By Jean-Paul Goude‘ at Pier 36 on October 19, 2016 in New York City. (Photo by Thomas Concordia/Getty Images for H&M)
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- NEW YORK, NY – OCTOBER 19: A model walks the runway at the KENZO x H&M Launch Event Directed By Jean-Paul Goude‘ at Pier 36 on October 19, 2016 in New York City. (Photo by Thomas Concordia/Getty Images for H&M)
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- NEW YORK, NY – OCTOBER 19: Models walk the runway at the KENZO x H&M Launch Event Directed By Jean-Paul Goude‘ at Pier 36 on October 19, 2016 in New York City. (Photo by Thomas Concordia/Getty Images for H&M)
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- NEW YORK, NY – OCTOBER 19: Models walk the runway at the KENZO x H&M Launch Event Directed By Jean-Paul Goude‘ at Pier 36 on October 19, 2016 in New York City. (Photo by Thomas Concordia/Getty Images for H&M)
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- NEW YORK, NY – OCTOBER 19: A model walks the runway at the KENZO x H&M Launch Event Directed By Jean-Paul Goude‘ at Pier 36 on October 19, 2016 in New York City. (Photo by Thomas Concordia/Getty Images for H&M)
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- NEW YORK, NY – OCTOBER 19: A model walks the runway at the KENZO x H&M Launch Event Directed By Jean-Paul Goude‘ at Pier 36 on October 19, 2016 in New York City. (Photo by Thomas Concordia/Getty Images for H&M)
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- NEW YORK, NY – OCTOBER 19: Models walk the runway at the KENZO x H&M Launch Event Directed By Jean-Paul Goude‘ at Pier 36 on October 19, 2016 in New York City. (Photo by Thomas Concordia/Getty Images for H&M)
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- NEW YORK, NY – OCTOBER 19: A model walks the runway at the KENZO x H&M Launch Event Directed By Jean-Paul Goude‘ at Pier 36 on October 19, 2016 in New York City. (Photo by Thomas Concordia/Getty Images for H&M)
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- NEW YORK, NY – OCTOBER 19: A model walks the runway at the KENZO x H&M Launch Event Directed By Jean-Paul Goude‘ at Pier 36 on October 19, 2016 in New York City. (Photo by Thomas Concordia/Getty Images for H&M)
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- NEW YORK, NY – OCTOBER 19: Models walk the runway at the KENZO x H&M Launch Event Directed By Jean-Paul Goude‘ at Pier 36 on October 19, 2016 in New York City. (Photo by Thomas Concordia/Getty Images for H&M)
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- NEW YORK, NY – OCTOBER 19: A model walks the runway at the KENZO x H&M Launch Event Directed By Jean-Paul Goude‘ at Pier 36 on October 19, 2016 in New York City. (Photo by Thomas Concordia/Getty Images for H&M)
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- NEW YORK, NY – OCTOBER 19: A model walks the runway at the KENZO x H&M Launch Event Directed By Jean-Paul Goude‘ at Pier 36 on October 19, 2016 in New York City. (Photo by Thomas Concordia/Getty Images for H&M)
Beauty //
In einer ziemlich beeindruckenden, von KENZOs Kooperationspartner Ryan Heffington geschaffenen Choreographie, präsentierten die Künstler der Show die KENZO x H&M-Kollektion gestern Abend im New Yorker Pier 36, wie man diese Extravaganz von Verspieltheit, gewagten Prints und starken Farben am besten in Szene setzt. Statt Topmodel-Auflauf, präsentierten Tänzer die Kleider der Kooperation. Im Anschluss an die Show folgte natürlich noch ein Gig: Und zwar der Überraschungsauftritt von Rapper Ice Cube.
Die Gäste //
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- NEW YORK, NY – OCTOBER 19: Halsey attends KENZO x H&M Launch Event Directed By Jean-Paul Goude‘ at Pier 36 on October 19, 2016 in New York City. (Photo by Neilson Barnard/Getty Images for H&M)
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- Iman
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- Ingrid Burley
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- NEW YORK, NY – OCTOBER 19: Jean-Paul Goude attends KENZO x H&M Launch Event Directed By Jean-Paul Goude‘ at Pier 36 on October 19, 2016 in New York City. (Photo by Neilson Barnard/Getty Images for H&M)
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- Luis Borges and Ana Sofia attend KENZO x H&M Launch Event Directed By Jean-Paul Goude‘ at Pier 36 on October 19, 2016 in New York City.
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- NEW YORK, NY – OCTOBER 19: Margareta van den Bosch attends KENZO x H&M Launch Event Directed By Jean-Paul Goude‘ at Pier 36 on October 19, 2016 in New York City. (Photo by Neilson Barnard/Getty Images for H&M)
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- NEW YORK, NY – OCTOBER 19: Olympia of Greece attends KENZO x H&M Launch Event Directed By Jean-Paul Goude‘ at Pier 36 on October 19, 2016 in New York City. (Photo by Neilson Barnard/Getty Images for H&M)
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- NEW YORK, NY – OCTOBER 19: Rainey Qualley attends KENZO x H&M Launch Event Directed By Jean-Paul Goude‘ at Pier 36 on October 19, 2016 in New York City. (Photo by Neilson Barnard/Getty Images for H&M)
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- NEW YORK, NY – OCTOBER 19: RJ King attends KENZO x H&M Launch Event Directed By Jean-Paul Goude‘ at Pier 36 on October 19, 2016 in New York City. (Photo by Neilson Barnard/Getty Images for H&M)
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- NEW YORK, NY – OCTOBER 19: Rosario Dawson attends KENZO x H&M Launch Event Directed By Jean-Paul Goude‘ at Pier 36 on October 19, 2016 in New York City. (Photo by Neilson Barnard/Getty Images for H&M)
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- NEW YORK, NY – OCTOBER 19: Soko attends KENZO x H&M Launch Event Directed By Jean-Paul Goude‘ at Pier 36 on October 19, 2016 in New York City. (Photo by Neilson Barnard/Getty Images for H&M)
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- NEW YORK, NY – OCTOBER 19: Stretch Armstrong and a guest attend KENZO x H&M Launch Event Directed By Jean-Paul Goude‘ at Pier 36 on October 19, 2016 in New York City. (Photo by Neilson Barnard/Getty Images for H&M)
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- NEW YORK, NY – OCTOBER 19: Suboi attends KENZO x H&M Launch Event Directed By Jean-Paul Goude‘ at Pier 36 on October 19, 2016 in New York City. (Photo by Neilson Barnard/Getty Images for H&M)
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- NEW YORK, NY – OCTOBER 19: Chance the Rapper and Chloe Sevigny attend KENZO x H&M Launch Event Directed By Jean-Paul Goude‘ at Pier 36 on October 19, 2016 in New York City. (Photo by Dimitrios Kambouris/Getty Images for H&M)
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- NEW YORK, NY – OCTOBER 19: Stephen Gan, Iman, Bethann Hardison, and June Ambrose attend the KENZO x H&M Launch Event Directed By Jean-Paul Goude‘ at Pier 36 on October 19, 2016 in New York City. (Photo by Nicholas Hunt/Getty Images for H&M)
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- NEW YORK, NY – OCTOBER 19: Sienna Miller attends KENZO x H&M Launch Event Directed By Jean-Paul Goude‘ at Pier 36 on October 19, 2016 in New York City. (Photo by Dimitrios Kambouris/Getty Images for H&M)
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- Rosario Dawson attends KENZO x H&M Launch Event Directed By Jean-Paul Goude‘ at Pier 36 on October 19, 2016 in New York City.
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- NEW YORK, NY – OCTOBER 19: Lupita Nyong’o attends KENZO x H&M Launch Event Directed By Jean-Paul Goude‘ at Pier 36 on October 19, 2016 in New York City. (Photo by Dimitrios Kambouris/Getty Images for H&M)
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- Elizabeth Olsen, Lupita Nyong’o
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- NEW YORK, NY – OCTOBER 19: Joe Jonas and Cole Whittle attend KENZO x H&M Launch Event Directed By Jean-Paul Goude‘ at Pier 36 on October 19, 2016 in New York City. (Photo by Neilson Barnard/Getty Images for H&M)
Die KENZO x H&M-Kollektion wird ab 3. November in über 250 H&M-Geschäften weltweit sowie online erhältlich sein. Und, seid ihr dabei?
