H&M Goes Viral For Lanvin Collaboration

Retailer H&M is known for its collaboration with normally high-end designers like Karl Lagerfeld. But the company is going beyond bringing in fashionable names to build anticipation for its latest collaboration with Lanvin.

BlackBook reports that H&M is leaking images of items from the collaboration and there’s this video above to promote the line. (Video also available on Zet Fashion.)

“What started as anonymous videos on YouTube designed to mislead speculators into believing that Carolina Herrera or Thomas Maier would be designing the capsule line instead of [Lanvin designer Alber] Elbaz has since become a slow trickle of ad images, and they’re generating no shortage of excitement,” BlackBook writes.

But