Kawakubo on her collaboration with H&M

Now we’ve all seen the full Comme des Garçons for H&M collection a number of times across the online world but put aside your personal opinion of the collection and read the reasons behind the collaboration. The Independent has an interesting article chronicling the collection which includes a number of quotes from Rei Kawakubo herself.

Image courtesy of mensrag via Selectism.

"The collection is constructed around Comme des Garçons' style. Rather than aiming to make clothes that no one has ever seen before, it is very much Comme des Garçons goes [back] to its roots." Rei Kawakubo

When asked why she’d do this collaboration she answered, “I was interested in selling Comme des Garçons in a new place where it has never been sold before and to people who may never have heard of it. Usually, Comme des Garçons only sells in places where people who understand it go.” There we have the reason behind most designer collaborations: to extend the audience and potential customer base for the label. "The first objective of high-street fashion is that it sells. Designer fashion is more about new creation. In some respects, the high street represents the bad side of democracy, the lowest common denominator, but it certainly appeals to me that many people may be able to discover Comme des Garçons through H&M."

As the article points out, there is always a danger within any designer-high street collaboration that it might detract from the main event, causing customers to buy into the more reasonably priced line at the expense of the original that inspired it. However, by reverting to classic pieces, Kawakubo has ensured that this will not be the case. In fact, it is more likely that by working with H&M she will bring a whole new customer into her own, more rarefied fold.

Now that you have seen the collection and had a chance to read the thoughts from the designer herself what do you make of it all? For me personally collaborations can only be a good thing. However, I still have my doubts about the quality of the garments but that is become of my deep rooted scepticism of H&M fabric choice and garment construction (buttons should not be missing from shirts which are still on the rack!).