One of the smartest things that a fashion designer can do nowadays in order to save their brand is create a capsule or collaborative collection that does not cost as much. Designer Matthew Williamson has done just that for H&M and has released it for the summer 2009 season. “The collection is full of colour and a feeling of happiness. It’s elegant, but in a relaxed way, a little bit bohemian with some ethnic influences. We are also very happy that Matthew is making his first ever menswear collection with us – I think it is something that will be very different. It’s going to be a great stylish summer”, says Margareta van den Bosch, Creative advisor, H&M. However, many pieces that were originally marked for $50 are now only $10. Are thinking what I am thinking? Shopping!
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