Brilliant colour and classic knits this spring from Sonia Rykiel pour H&M
Toronto, ON (February 2010) – Spring is coming early in 2010 with Sonia Rykiel pour H&M! On February 20, an exclusive knitwear collection by Rykiel for H&M, with a focus on brilliant colour and Parisian joie de vivre, will be launched in a select 200 stores worldwide. Following the success of Rykiel’s recent lingerie collection for H&M, the second part of the collaboration now features the knitwear that has helped make Sonia Rykiel such a fashion legend. The collection, which is full of classic Rykiel signature pieces, also marks H&M’s first designer collaboration for little girls (1.5 – 8yrs). In addition, shoppers can feel good about looking great with the Sonia Rykiel pour H&M bag, part of the proceeds from which will go directly to UNICEF’s “All for Children” project.
“It feels fantastic, after the launch of our lingerie collection, to be asked to design a second collection for H&M. This time, I felt like offering the essence of Rykiel – knits, of course – because knits are a woman’s second skin and because Rykiel is forever the queen of knits, from Saint Germain des Prés to all over the world. And it’s wonderful to be able to design the print for a bag, knowing that thousands of women will use it and that it will benefit such a good cause,” says Nathalie Rykiel, president and artistic director of Sonia Rykiel.
“We fell in love with this knitwear collection. Like all of the designers we work with at H&M, Rykiel hasn’t done a diffusion line or a special look. They’ve given us their signature pieces, which women will really want, and added some fun by making selected pieces in children’s sizes too. Rykiel’s woman is ageless – she’s portraying a very strong, self-confident woman who can live life the way she wants,” says Jörgen Andersson, H&M’s Head of Brand and New Business.
Sonia Rykiel’s striped sweater, one of contemporary fashion’s most iconic pieces, has long been coveted by women the world over. Beginning on February 20, H&M is giving its customers the opportunity to own Rykiel striped knits, which come in sweaters, dresses, scarves and even leggings for children. For H&M, Rykiel has rendered these stripes in incredibly vibrant colors – perfect for dispelling those winter blues. The collection features other classic Rykiel touches as well, such as the bows that sit proudly on the front of striped sweaters, or the carefree use of words on a slogan t-shirt.
Some of the pieces, for instance, the double-breasted blazer and the sweet short skirt, show the demure side of the Saint Germain style, while elsewhere the collection brings fashion fantasy to life with leggings covered in rhinestones, frilly hot pink or yellow dresses and the perfect drawstring jumpsuit. The advertising campaign captures the playful spirit of the collection – the models sport frizzy hair like Sonia Rykiel’s, and each look is accessorized with bangles, brooches, bracelets and berets in either hot pink or adorned with rhinestones. The collection comes complete with platform sandals, which can be worn with Sonia Rykiel pour H&M striped socks until the weather cooperates.
The collection’s ultimate accessory is the UNICEF bag, which will be launched with the knitwear collection on February 20. The bag will raise funds for “All for Children,” a five-year UNICEF and H&M initiative, which aims to improve the lives of children in cotton-growing communities in India. This project reflects the commitment of H&M, Rykiel and their customers to helping improve the lives of these children. Thirty percent of the proceeds from the bag will go to the project.
Read more at www.hm.com/allforchildren
H&M ranked third in the world behind America’s Gap and Zara in Spain most of the new stores would be opened in the United States and western Europe.
At end-August, H&M had 1,840 stores in 27 countries.
The “Sonia Rykiel pour H&M” collection will be available in the following stores in Canada:
he Toronto Eaton Centre
1 Dundas St West
13-15 Bloor St West
Yorkdale Shopping Centre
3401 Dufferin Street
1100 Sainte-Catherine Street
2305 Rockland Road
The Pacific Centre
609 Granville Street
For more information, please contact: Emily Scarlett H&M, Phone: 16.623.4289, E-mail:email@example.com,