Collab between Stella McCartney and H&M sold out in minutes | Photo: publicity
On the day I write this text, I woke up anxious for one reason only: the launch of Stella McCartney’s collection, designer and nepo baby, with H&MSwedish fast-fashion that arrived in Brazil in August last year.
The collaboration between the brand and Paul McCartney’s daughter was made for the first time more than 20 years ago and has returned now, at a strategic moment in the fast-fashions – name given to business models for quickly mass-producing clothing.
In recent years, we have seen stores along these lines rise in Brazil. From the growth in popularity of Zara to the arrival, more recently, of H&M and Bershka, in March this year. Not to mention the already established C&A, Renner, Riachuelo… those that stayed here for a short time, like Forever 21.
Coming from haute couture, John Galliano entered into a partnership with Zara | Photo: publicity
With so much competition imminent, the The strategy of replicating catwalk trends at an affordable price no longer works. It is necessary to create exclusive collections, invest in the quality of materials and transform the customer experience.
It was in this movement that the Spanish Zara called John Gallianothe name of haute couture, to develop periodic collections. THE C&A debuted a fashionista lineincluding conceptual fashion editorials.
What impressed me most about the Stella McCartney + H&M collection were not the pieces themselves, but the speed at which they sold out even at exorbitant prices. I never imagined that a R$1500 blazer from a “popular” store would be so sought after.
C&A’s Mindset line has editorials along the lines of designer brands │Reproduction/Instagram
Perhaps the greatest triumph of fast-fashion today is no longer democratizing trends, but sell the feeling of exclusivity. In this logic, desire and urgency are worth more than the price. The question that remains is: What really differentiates luxury from mainstream retail right now?
