(Filed Under wholesale Lingerie News). French brand Sonia Rykiel is designing a lingerie collection for H&M, marking the first time the retailer will introduce an intimate apparel line by a guest designer. The collection will hit 1,500 H&M stores worldwide and Sonia Rykiel mono-brand boutiques on December 5th for the holiday season. A collection of knitwear and accessories for women and girls by Sonia Rykiel will also hit approximately 250 H&M stores on February 20th for the spring 2010 season. Price points and sizes have not yet been released.
According to Margareta van den Bosch, creative advisor for H&M, the retailer became interested in Sonia Rykiel at the design company's 40th anniversary runway show. “We loved the joyful chic of Sonia Rykiel’s 40th anniversary runway show, and in that spirit this collection is all about reveling in great lingerie for its own sake,” she said. “This is a totally modern, new kind of lingerie look, and when we started to work together with Rykiel on it, we just couldn’t stop. It’s a wonderful highlight for our main collection.”
Nathalie Rykiel, the daughter of Sonia Rykiel and president and artistic director of the company, commented: “This collaboration fits perfectly with our philosophy. The Sonia Rykiel pour H&M lingerie collection is the ideal way to offer the essence of Rykiel to a great number of women around the world, and a beautiful way to close the year.”
H&M’s guest designers have included Madonna and Jimmy Choo, among others.
Founded in 1968 by Sonia Rykiel, Sonia Rykiel's merchandise includes shoes, accessories, hosiery, and ready-to-wear. Known for its knit pullovers, signature looks also include inside-out stitching, lace and vibrantly colored stripes.
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