Versace for H&M Campaign

The latest H&M collaboration heralds the return of the golden age of excess, and in an age where minimalism is de rigeur, ostentation is the new black.

H&M’s latest concoction with the Queen of glamour, Donatella Versace, proves to be not for the faint-hearted amateurs but for self-assured fashionistas with a penchant for brash, in-your-face pizzazz. Sported by some of fashion’s favourite faces that include Daphne Groeneveld, Abbey Lee Kershaw, and Sasha Pivovarova (all cast as couture bleach-blonde babies a la their iconic matriarch), the campaign was shot by the sensational duo Mert Alas and Marcus Piggott. The images feature some of the collection’s highlights- risqué fringed dresses, kitsch jewelry, metallic studded purses, psychedelic prints and ample amounts of leather that make up for a collection that is emblazoned by Versace’s golden brand; a fusion of Gianni’s 80s glamazon, clad in overzealous prints and shocking hues and his younger sister’s inner-rock diva with a fondness for chiffon dresses and biker jackets.

With an interview by Hamish Bowles featured in this month’s issue of US Vogue, Donatella expresses that it was her aim to pay tribute and celebrate “the true essence of Versace”, by taking inspiration from some of the labels most notable collections to produce an inspired line full of her and Gianni’s ‘greatest hits’. “I can’t wait to see how H&M’s wide audience will make these pieces their own”, she adds as she describes the tone of the collection. Judging by these images, what the collection promises is not only a refreshing boost of colour and vibrancy to our stale, wintry wardrobe, but also a touch of modernity that will allow for High Street wearability and at a fraction of the cost. Following in the footsteps of her contemporaries such as Stella McCarteney, Viktor and Rolf, Roberto Cavalli and most recently the House of Lanvin, Versace’s collaboration with the Swedish retailer is set to be the biggest one by far. Following a runway show in New York City, the line will hit the rails at selected UK stores on the 17^th of November, so polish up your credit cards ladies and gents! The time has come, and couture manna has come from heaven yet again. Are you ready for this jelly?

xoxo