To mark 20 years of iconic designer collaborations, H&M is reviving ICONIC designer collaborations in a preloved archive initiative. We’re thrilled to announce our partnership, celebrating their 20th Anniversary, and promoting sustainable fashion through vintage designer collaboration garments.
The campaign will offer unique pre-loved garments from 20 years of designer collaborations, along with styling tips on how to style these timeless pieces to fit the modern trends of today. This collaboration aims to showcase that fashion from two decades back can still be stylish and accessible to a wide customer base.
The inaugural collaboration was with non-other than Karl Lagerfeld’s namesake brand, the then creative director at Chanel. This launch pioneered accessible luxury fashion, brought aspirational brands to a wider audience for the first time, and inspired similar partnerships between other retailers and luxury brands.
The H&M team have been hard at work, making sure that as many pieces from the original collections were sourced for the Archive Initiative and sent to the team at ACS, where we have revived these stunning pieces! Through a variety of cleaning techniques, innovative ozone sanitisation, and individually QR coding each item.
H&M’s Circular Business Model team on the collaboration: “Our partnership with ACS Clothing aligns with our mission to recover the value of Pre-loved pieces of timeless design and exquisite quality – maximizing the products lifetime. ACS has proven attention to detail and a sophisticated approach to circular fashion solutions.”
ACS CEO, Andrew Rough also commented: ‘ACS are delighted to be working with H&M on their preloved archive programme. Through our partnership with H&M we have enabled vintage pieces to be enjoyed by new users of these iconic fashion items. This clearly shows the power of circular fashion solutions and the ability of ACS to make resale sustainable, scalable and viable for our partners. We look forward to developing our relationship with H&M in supporting other circular fashion solutions.
This pre-loved collection offers iconic designs to fashion fans once again, allowing them to reconnect with these memorable collections and introduce H&M’s style legacy to a new generation. It connects to the fundamental ethos of H&M: that quality and creativity should be available for everyone.
This initiative aligns with H&M’s larger circularity push, making high-quality, stylish pieces more sustainable by reintroducing them to a new audience. The re-release lineup will feature standout pieces from collaborations with Viktor & Rolf, Versace, Marni, Moschino, Stella McCartney, Sonia Rykiel, and more. The relaunch will occur in waves across seven global stores, starting in Paris Lafayette on October 24, with subsequent drops in cities like London, Milan, New York, Barcelona, Stockholm, and ending in Berlin on October 30. An online drop will be available on October 31, ensuring fashion lovers in Europe can get in on the action.