The ability for a designer to join forces with retail chains to share their ideas and aesthetics can be a great thing. Only when it is done well!
Designers have the chance to show their creativity to a different market mixed with some of the usual clientele. Express their ideas with new concerns to meet the needs of the chains consumer. The price point is different and the quantity of units made per piece, higher then the usual hand crafted pieces. But the exposure is undeniably unmeasurable, with a variety of new consumers for the brand.
Some may say it lowers the designers integrity and branding but when it is done well, everyone hears about it.
MARNI for H&M - ecletic mix of prints and textures, bold shapes and a sense of the wandering traveller.
what do you think?