Sonia Rykiel’s No-Pants Look Coming to H&M
H&M continues to roll out covetable collaborations with top-notch designers. Their latest partner in crime: Sonia Rykiel. According to Women’s Wear Daily, the Parisian designer (renowned for whimsical, dynamic designs) will create a collection of lingerie for the budget-friendly retailer that’ll debut in time for the holiday season. Specifically, “The collection is to be launched Dec. 5 in 1,500 H&M stores worldwide, and also at Rykiel boutiques — the first time a guest designer for H&M will do so. The French firm counts 44 boutiques worldwide, along with 52 shop-in-shops.”
Given the fact that no-pants and bustiers (which Rykiel’s collection will ideally include) are dominating catwalks for SS10, there couldn’t be a better time for H&M to cash in on the trend of lingerie moonlighting as standalone clothing. And good news for those prospective shoppers not living near an H&M or Rykiel outpost: “Rykiel’s next project is the November launch of an e-commerce site in France, where customers will be able to shop for the brand’s signature knitwear and playful accessories. The plan is to expand online sales to American, Japan and the U.K. next year.” So, while H&M hasn’t boarded the e-commerce bandwagon just yet, rest assured you can snag high-end lingerie for a low-end price point from anywhere you can get an internet signal.