H&M has declined to comment on rumours that its Maison Martin Margiela collection hasn’t sold as well as expected. Online speculation reports that buzz for the high street range didn’t translate into sales, with a high proportion still available in stores – a rarity for H&M collaborations.
“H&M never comments on the selling of specific collections or items,” a spokesperson from the brand told us.
A US H&M representative stated that the Swedish chain had produced a larger number of items than ever before for one of its limited-editon lines – after customers complained that the much-coveted high street-designer collaborations always sold out too quickly. The New York Post reported that insiders thought that high prices and the avant-garde designs were to blame for the excess stock – an argument that was quickly dismissed by the brand.
“[Our] philosophy is to provide fashion for everyone at affordable prices. For Margiela, H&M offered this collection in larger volume,” said the spokesperson.
By Ella Alexander at Vogue Uk