Exclusive preview of Alexander Wang for H&M collection
Alexander Wang, the son of Taiwanese immigrants, was born in San Francisco and studied at Parsons School in New York. Before his graduation in 2005, he decided to start his own fashion brand.
With its award-winning label he invented a new kind of urban-catwalk fashion. Today, he is thanks to also his position at Balenciaga as creative director,one of the most important high-fashion designer. This spring at Coachella Festival he announced his H&M collaboration with a studded Hollywood stars party and offered some little preview of the collection on his Instagram account.
“H&M has done a great job in the past with archive-based collaborations,” the designer said, “but I wanted to create a collection where most of the pieces have been designed from scratch. There are only a couple of items that are updates from past designs. Rather than creating affordable versions of expensive items, I wanted to design true performance pieces that are within the natural price points of sportswear of H&M, so we were able to create the best version of these pieces, through our vocabulary.”
“I’ve always felt that sports clothing not only belongs to the gym,” the designer says. What, not surprising for someone who grew up in California. However, he does not engage in sports: “I’m still very active I run constantly from meeting to meeting..”
It is the first time that an American designer enters this collaboration following Marant, Lagerfeld and Stella McCartney. From the 6th of November, the collection will be available online and worldwide in 250 stores and in addition of designs for women and men, the Alexander Wang for H&M collection includes lifestyle products.
The ad campaign images were shot by Mikael Jansson in London starring Joan Smalls, Raquel Zimmermann and Isabeli Fontana embody a sport character. For the men collection, the football player Andy Carroll and kick boxer,Rival Dino dos Santos.
“We wanted to take certain elements of each sport and portray the ultimate warrior,” Wang told WWD. “The girls had to feel big and heroic, and Mikael used sunlight glares to heighten that effect against a stark white backdrop.”
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