There comes a time each year when H&M stores, well accustomed to hordes of customers on a daily basis, see unprecedented queues stretching down as far as the eye can see.
It can mean one thing only: the brand's latest high-profile designer collaboration has just hit stores.
#HMBalmaination got trending last week (announcing news of the Olivier Rousteing-led Balmain collaboration, launching this November) but much before that, when social media hashtags didn't even exist, it was Karl Lagerfeld who made fashion headlines with the Swedish brand in 2004.
The first-ever designer collaboration had people queuing up outside H&M stores for longer than it took the entire collection to sell out. The super successful partnership paved the way for a fashion fixture the world has come to expect each year, from designer collaborations to tie-ups with fashion icons (remember Anna Dello Russo's "You need a fashion shower"?).
Here are Vogue's five favourites from the past decade:
Stella McCartney: 2005
Inspired by her main line, the collected comprised enough styles of jackets and trousers to have all the fans of her tailoring excited. For the others, there were boho dresses.
Lanvin: 2010
Taffeta, tulle, fur, sateen, diamante, pearls, leopard prints—haute couture met high street at its most glamourous in one of the most anticipated collections by H&M. And to think Alber Elbaz had once said he would never do a high street collaboration!
Marni: 2012
The eclectic prints, the statement jewellery, the cool cardigans and the leather shirts—every piece from this collection was a must-have.
Isabel Marant: 2013
This collection had all the signature pieces Marant's cool Parisian label is known for, from tribal-print skinnies to textured outerwear.
Alexander Wang: 2014
The edgy collection with sportswear-inspired styles was as suited for the gym as for a Saturday night out.
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