H&M’s latest spring offering, a collection called The New Mix, features pieces that have an uncanny resemblance to industry-favorite looks from Balenciaga, Celine and Kenzo.
As the fast-fashion retailer sales continue to decline, with a brief reprieve in April as the once-thriving clothing retailer struggles to hold on to customers, it seems to have found an answer in high-end designs once again.
One white jersey bustier, retailing for $19.95, looks strangely similar to Balenciaga’s white crop top from the spring 2013 collection – which Kristen Stewart turned heads wearing at last year’s On The Road premiere.
The thermoformed crossover top, made of laser cut-outs, retails at Balenciaga for $1,535.
At Celine, Pheobe Philo sent out a spring 2013 collection, in store now, of stylish, but slovenly elegant pieces in a mostly black and white offering.
One particular dress, the textured Sable dress, was an instant hit with buyers and fashion editors, and H&M seems to have taken note.
The brand’s $24.95 jersey tank top with mesh at the front “for a deep V-neck effect”, is a mirror-image of the Celine dress, which retails for $3,250 in crepe, or $2,900 in silk satin.
H&M’s white jersey bustier looks strangely similar to Balenciaga’s white crop top from the spring 2013 collection
And taking Kenzo’s $255 sell-out Tiger motif to similar heights is a gray sweater from H&M featuring a comparable multi-colored, growling tiger – and customers don’t seem troubled that the company appears to be trading in knockoffs.
One commenter on live journal, Fashin, said she believes democratization of high-fashion is a good thing.
“Designer clothes cost tens of thousands of dollars, why pay when you can get the same thing for $40?” she wrote.
“People like you and I and the rest of the middle class world want to look stylish but don’t want to go broke doing it. I get that copying is wrong, though, but it’s almost justified given the outrageous prices designers put on their clothes.”
H&M has never made a secret of its relentless to chase trends and cater to an ever-widening, insistently competitive fast-fashion market.
While the retailer’s fashion-designer collaborations and celebrity collections get a lot of media attention, Beyonce’s H&M swimwear campaign being one recent example, its prices- 60% cheaper than Zara’s but more expensive that Forever 21, have left H&M struggling to position itself.
While customers often bypass 90% of the store’s offerings, stocked heavily with basics such as T-shirts and trousers, many call the remainder – such as look-a-like Balenciaga tops for less than $20, “an incredible buy”.
One woman, referring to the retailer’s frequent turnover of styles that mimic high-end designs, tweeted: “I like how it’s accessible.”
But another commenter, who cherishes the exclusivity of owning a designer piece before it is turned into a reproduced bargain for the mass-market, explained to fellow forum members: “You like the fact that you can get your hands on similar pieces from the runway at a good price.
“However, now that you can afford it, so can everyone else and that makes the pieces less special.”
While a Twitter user, under the name Anon Model, was slightly more blunt: “H&M is the king of knock off stores. Just saw a Celine bag knock off, Balenciaga top… Have they no shame?!”
Beyoncé shows off her incredible figure in the new H&M Summer campaign, wearing a variety of tiny two-pieces.
Beyoncé, 31, displays her washboard abs and hourglass figure as she smoulders for the camera in the new shots.
From a yellow halterneck bikini to a black fringed number and a tie-dye two-piece, the singer looks picture perfect in every image, shot by Inez van Lamsweerde and Vinoodh Matadin.
Beyoncé shows off her incredible bikini body in the new H&M Summer campaign
Beyoncé said of the campaign: “I’ve always liked H&M’s focus on fun and affordable fashion. I really loved the concept we collaborated on to explore the different emotions of women represented by the four elements – fire, water, earth and wind.
“It was a beautiful shoot on a tropical island. It felt more like making a video than a commercial.”
Donald Schneider, Creative Director of H&M, said: “H&M’s summer campaign starring Beyoncé is an epic fantasy, with glamour, drama and also a sense of paradise.
“It was amazing to watch her on the shoot make it all look effortless – a quality that makes her such an icon for women around the world. The campaign is the essence of Beyoncé, and also the essence of H&M this summer.”
Ann-Sofie Johansson, Head of Design for H&M, added: “In the campaign Beyoncé is wearing the key pieces from H&M you need for life in the sun this summer.
“There’s the perfect bodycon dress, as well as a flowing sun dress that makes a real statement. And of course there are the bikinis, especially the fringed bikini.
“What makes these pieces even more special is that Beyoncé herself had input into the design, and they are full of her own personal style.”
The images of Beyoncé, which will be featured on billboards and editorial adverts worldwide, see her billed as Mrs. Carter in H&M – referring to the star’s upcoming Mrs. Carter world tour.
The new H&M campaign will hit stores and online from May, and features swimwear and beachwear pieces as well as a tie-dye bikini from the H&M for Water collection.
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Beyoncé has been unveiled as the new face of H&M.
Beyoncé is seen wearing a cream shirt and pair of patterned shorts while reclining on a sun-lounger in the pictures, shot in the Bahamas in January.
With a flower in her hair, and black and orange floral heels, Beyoncé looks every inch the summer covergirl in the shots, taken by Inez van Lamsweerde and Vinoodh Matadin.
Beyoncé completes her look with gold hoop earrings and stacked bangles, topped off with a slick of red lipstick and matching nail varnish.
As well as posing up for the campaign, which has also seen Beyoncé create a track called Standing On The Sun for the accompanying video directed by Jonas Akerlund, the singer also had a hand in helping design the new collection.
Items in the range include “the perfect body-con dress” and various colorful swimwear options.
Beyoncé has been unveiled as the new face of H&M
Rumors began that Beyoncé was set to be unveiled as the new face of H&M when she was spotted shooting the campaign earlier this year.
The speculation was further fuelled when Beyoncé’s dancer Kimberley Gipson wrote on Twitter: “First day of trial in the Bahamas! H&M all set … go.”
Then she deleted the post.
Beyoncé commented on the shoot: “It was a beautiful shoot on a tropical island.
“It felt more like making a video than a commercial.”
The images of the star, which will be featured on billboards and editorial adverts worldwide, see her billed as Beyoncé as Mrs. Carter in H&M – referring to the star’s upcoming Mrs. Carter world tour.
The new H&M campaign will hit stores and online from May.
