H&M x MMM: A Dilemma

But like any good thing there is always a flip side. The irony in partaking in this commercial exercise was not lost on me. While the garments from the collaboration weren’t made in H&M’s contracted factories, indirectly I may still be supporting their unsustainable fast fashion business model.

What I truly disliked though, was the way H&M handled the marketing communications. It’s one thing to bring a designer’s works to the masses, it’s another to scream about it in such a vulgar manner by holding a massive party and inviting a fanfare of celebrities and bloggers, most of whom I would safely assume have little appreciation for the Maison’s works (also I did not care for the twins who hosted the live feed). It went completely against the very grain of Margiela’s anti-publicity stance. And worst of all, it has been brought to light that the PR team has lifted another person’s works for its initial campaign image. Yet, no major reports have been issued on the matter, and I wonder why that is. Mind you, H&M is no stranger to criticisms but this has matter seemed to have been swept under the rug.

At the end of the day, I questioned myself what the purpose of this collaboration is. If it had been about hype for H&M, well it did not seem to work out well because the sales number looked measly, and at the same time it’s difficult to judge if Diesel’s decision has successfully recruited new fans for the Maison. All I know is that I have gained a deeper appreciation of the man himself, and at the same time, mourn the loss of this reclusive design extraordinaire. May he one day decide to come back and join us plebes again.