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Will AdR be another sell out for H&M?

In an era when every high street retailer is jumping on the celebrity bandwagon, H&M is, as usual, leaps and bounds ahead of the rest of the fashion pack, writes Jill Geoghegan.

Following in the Louboutin-clad footsteps of couture heavy weights Karl Langerfeld and John Galliano, fashion favourite Anna Dello Russo is the latest of the style elite to dip her perfectly pedicured toes into the Swedish clothing giant’s design pool.

The opulent AdR (as the legendary Vogue fashion editor is known) accessories collection promises to ‘turn every day into a fashion week day’ and open ‘a door to a new dimension’- a tall order to say the least, but boy does it deliver.

With elaborate statement cuffs, chunky stone-drop earrings and a suitably over-the-top feathered hat, the line is fabulously eccentric and unabashedly extravagant- much like the designer herself. 

Not one for the shrinking violets among us, the collection boasts stand out pieces including a bright turquoise trolley suitcase with an embossed gold motif and covetable embellished sunglasses. The playful and flamboyant range has been dubbed a ‘celebration of excess, fantasy and decoration’ and when it goes on sale tomorrow (October 4), in 140 stores worldwide and online, it is set to be huge.

Astronomic even, if the lavish launch party during Paris Fashion Week is anything to go by.

The collaboration marks an important first for the fashion house, as AdR is a stylist rather than a designer, and clearly demonstrates H&M’s willingness to embrace the evolution of the industry and the growing power of the blogosphere in fashion.

While she may not have the design experience of previous collaborators, the AdR collection is fresh, fearless and right on the money when it comes to fashion-forward ingenuity. It’s this high fashion quality that designer partnerships at H&M does best. Unlike so many other chains that use Z-list celebrities for the solitary purpose of cashing in on their tabloid exploits, (Lipsy and Amy Childs take note) H&M always delivers when it comes to bringing its customers innovative, signature luxury at an affordable price tag. 

With profit increases of 11% so far this year and the eagerly awaited collaboration with the avante-garde Maison Martin Margiela next month, the high street favourite can rest assured that the AdR collection is set to be yet another success story in H&M’s impressive portfolio of designer darlings.

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