In case you’ve been in a coma these past six months, guess what: H&M has a designer collaboration coming up that’s kind of a big deal! And in case your coma was one of those decade-long ordeals, you should also know they’ve been doing these groundbreaking collaborations for a whopping 10 years now.
That might not seem like a big deal, considering how ubiquitous designer collaborations are today (when Marchesa teams up with the NFL and Isaac Mizrahi campaigns with Kleenex, it’s officially a thing). But back in 2004, when Karl Lagerfeld first agreed to partner with the retailer on a mass-market capsule collection, it was a huge risk . . . and a revolutionary turning point in the fashion industry.
To celebrate its success, H&M is releasing a commemorative book titled The First Ten Years. It will be released on Nov. 6, timed perfectly with that little Alexander Wang sale coming up, and will cost just $ 12. The coffee-table tome promises to include never-before-seen images and contributions from its past designers, including Roberto Cavalli, Lanvin‘s Alber Elbaz, Donatella Versace, and Lagerfeld himself.
But until you get your hands on the book, we’re looking back at every single H&M designer collaboration since it all began.