Brilliant colour and classic knits this spring from Sonia Rykiel pour H&M
Spring is coming early in 2010 with Sonia Rykiel pour H&M! On 20 February, an exclusive knitwear collection by Rykiel for H&M will fill around 200 stores worldwide with brilliant colour and Parisian joie de vivre. Following the success of Rykiel’s recent lingerie collection for H&M, the second part of the collaboration now focuses on the knitwear which has made Sonia Rykiel such a fashion legend. The collection is full of classic Rykiel signatures, and for the first time ever there is a range of designs from an H&M collaboration for girls too. Shoppers can also feel good about looking great with the Sonia Rykiel pour H&M bag, part of the proceeds from which will go directly to UNICEF’s “All for Children” project.
“It feels fantastic, after the launch of our lingerie collection, to be asked to design a second collection for H&M. This time, I felt like offering the essence of Rykiel – knits, of course – because knits are the second skin of women; knits, because Rykiel is the queen of knits forever, from Saint Germain des Prés to all over the world. And it’s wonderful to be able to design the print for a bag knowing that thousands of women will use it, and it will benefit such a good cause as All for Children,” says Nathalie Rykiel, president and artistic director of Sonia Rykiel.
“We fell in love with this knitwear collection. Like all of the designers that we work with at H&M, Rykiel haven’t done a diffusion or a special look, they’ve given us their signature pieces which women will really want, and added some fun by making selected pieces in children’s sizes, too. Rykiel’s woman is ageless – she’s portraying a very strong, self-confident woman who can live life as she wants,” says Jörgen Andersson, H&M’s Head of Brand and New Business.
Sonia Rykiel’s striped sweater is one of contemporary fashion’s most iconic pieces, long desired by women around the world. From 20 February, H&M is giving its customers a chance to get hold of Rykiel striped knits, which come in sweaters, dresses, scarves and even leggings for children! For H&M, Rykiel has rendered these stripes in the most vibrant colours – perfect for shaking away the winter blues. There are other classic Rykiel touches to the collection too, like the bows which sit proudly on the front of striped sweaters, or the carefree use of words on a slogan top.
Some of the pieces show the demure side of Saint Germain style, like the double-breasted blazer or the sweet short skirt, while elsewhere the collection brings fashion fantasy to life with leggings covered in rhinestones, hot pink or yellow frill dresses and the perfect drawstring jumpsuit. The advertising campaign captures the playful spirit of the collection, with the models’ hair frizzed like Sonia Rykiel’s own and each look accessorized with bangles, brooches, bracelets and berets in either hot pink or with rhinestones. The collection comes complete with platform sandals, which can be worn with Sonia Rykiel pour H&M striped socks until the weather catches up.
The ultimate accessory from the collection is the UNICEF bag by Sonia Rykiel pour H&M, which shows the commitment of H&M, Rykiel and customers to helping children in the cotton producing areas of India. Launched in the same stores alongside the knitwear collection on 20 February, the bag will raise funds for “All for Children”, a five year initiative from UNICEF and H&M to improve the lives of children in cotton-growing communities in India. Thirty per cent of the proceeds from the bag will go to the project. Read more on: www.hm.com/allforchildren
For more information contact H&M’s press service:
E-mail: mediarelations@hm.com
Telephone: +46 8 796 53 00