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H&M Explain Why They Chose Alexander Wang for Recent Collaboration

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H&M's creative advisor Margareta van den Bosch has spoken on the company's recent collaboration with fashion designer Alexander Wang which was a huge success. She says they reached out to the designer because they wanted to create an athletic inspired collection and they believed he was one of the first designers to bring a sporty twist to luxurious fashion. She adds that they were excited to also work with an American designer for the first time: ''We chose Alexander because we had never made a sport collection and I think he really brought sport into fashion. He's a great designer, and someone that I've been looking at for a while actually, and he is the first American that we have collaborated with.''

Speaking on how they approach finding the right designer to collaborate with, Margareta explains that they are always looking for someone who stands out as different and also captures a "moment of fashion" and that timing is essential to make it work: ''First of all it must be someone that we like a lot, then it must be something very different from the previous collaboration, as well as someone that I feel that it is the right time for in the moment of fashion.''

She says that they currently haven't decided who they'll work with next but they've already begun discussing who might be suitable for the next collaboration which will likely launch late next year: ''We haven't made any contact yet. We've been speaking about it but it's next November. We normally give it nine months from start to finish.''

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