SHANGHAI — H&M is bringing its fashion designer collaboration initiatives to China, and designer Angel Chen has created a 45-piece capsule with the retailer’s design team. The collection is due to hit stores in September.
This marks the first time H&M has worked with a Chinese design talent in pursuit of generating buzz among the local fashion community, as well as tapping into the young, fashion-minded, affluent and well-traveled Chinese speaking consumer since the collection will not only be available in China both online and in stores but also in countries with dense Chinese populations, such as Singapore, Malaysia, Philippines and Canada.
Magnus Olsson, country manager of H&M Greater China, said, “The fashion industry is undergoing a transformation, and consumers are constantly changing. We always aspire to create fashion that offers our local customers something new, delivering a good balance between fashion basics, current fashion and the very latest trends. Therefore, we are experimenting with various ways in different markets around the world to bring outstanding design and products to local consumers.
“Angel Chen is a pioneer Chinese designer brand with its colorful approach to fashion coupled with the brand’s core concept of fusion of Eastern and Western aesthetics,” Olsson said, adding that
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