California Apparel News

I have to admit I wasn’t quite as excited about the Matthew Williamson collection opening at HM as I have been about past collections (i.e., Comme des Garcons). Maybe it’s because there have been so many designer collaborations launching recently. But something compelled me to attend the opening yesterday at the Beverly Center in Los Angeles.

After all, the collection only launched in eight stores across the United States and 200 worldwide. And I was glad I did, as were the fans who waited in line overnight for the chance to buy some of the exclusive pieces by the British designer. The collection included a mixture of iconic pieces from Williamson’s previous collections as well as designs created exclusively for HM. He included a dress worn on the runway by Kate Moss in his first collection reinvented in a new print and an electric-blue suit similar to the hot-pink suit offered in his Summer ’09 collection. The pieces were amazingly well-done, with designer details such as multiple darts on the side panel of a blazer, intricate embroideries on sweaters as well as his signature peacock prints. “It’s who Matthew Williamson is. He likes to add a lot of embroidery and prints to his clothes,” HM representative Pansy Tolou said.

It was designer clothing at a price point ranging from around $25 for a pendant necklace to $129 for a chic blue blazer and up to $349 for a long ruffled maxi dress. Prices ran in the higher bracket because of the quality of the materials and the tailoring of the collection. And don’t forget the accessories. A gold studded belt and patent-leather clutch with a peacock-feather clasp were hot items.

According to Tolou, this is the first time HM has offered a Spring/Summer designer collaboration. Normally the collections are offered once a year (the last one was the Comme des Garcons launch last November) “It just seems so fitting for Matthew Williamson with his colors and his prints,” Tolou said.

And as any exclusive collection might go, there were limited quantities. Clothing from the 20-plus-piece collection flew off the rack in approximately 10 minutes. But if you are disappointed to have missed the opening, be sure to check out the second delivery when it hits stores on May 14. This is the first time HM is offering a two-part designer series. Whereas the first delivery was more fashion forward, the second delivery will offer a broad range of products at a lower price point. (And hopefully a wider range of sizes—several dresses were only offered in small and extra small!) “We feel like we could add it to all of our stores in almost every city that we’re in,” Tolou said. The collection includes 30 pieces plus accessories and swimwear for women and 25 pieces plus accessories for men—another first for Williamson.

As designers continue to churn out collections for mass retailers, the ongoing question is how long can we expect this trend to continue? “We’ll keep doing them as long as there is a demand for them,” Tolou said.160;