Contdown to Frenzy: Viktor & Rolf Hit H&M this November

Mark your calendars! H&M's annual exclusive designer free-for-all will begin on November 9th when they release this year's one-time-only collection by Dutch design duo Viktor & Rolf. We will start seeing the advertising next month, and H&M is going first class for this campaign photographed by Inez Van Lamsweerde and Vinoodh Matadin and starring model-of-the-moment Raquel Zimmerman as a bride in the most expensive item in the collection, a white gown priced at €298, or around $375. Only 1,000 gowns will be made and distributed to the 250 H&M locations that will carry the line. The rest of the line will include men's and women's apparel, accessories, shoes and even underwear. The romantic theme will be carried through the collection with hearts on the women's pieces and arrows on the men's. Presumably they will be produced in greater abundance than the wedding gown. It remains to be seen whether Viktor & Rolf are well known enough to spark the frenzies that Karl Lagerfeld's and Stella McCartney's collections did, but McCartney's collection in particular incited much greater demand than anyone expected. This could be V&R's moment to make themselves known to a wider public, and reap the rewards. for years to come.