Swedish fast fashion giant H&M has chosen Chinese fashion brand Garcon by Garcon as its latest collaboration brand in China, a decision that comes as a result of the retailer’s close partnership with Shanghai Fashion Week.
The 34-piece co-branded collection blends medieval mythological elements with traditional Eastern aesthetics, particularly solar symbols, and includes women’s, men’s and unisex apparel and accessories. It is due to be unveiled at the next Shanghai Fashion Week, which starts on October 9.
“We are excited to welcome the next collection,” said Dayun Tan, who launched Garcon by Garcon in 2017 after graduating from Studio Belso and working under John Galliano at Maison Margiela in Paris.
The brand is currently sold in 57 stores worldwide, including SKP, Net-A-Porter, Galeries Lafayette and Assemble by Réel, and has become a popular choice for Chinese celebrities to wear in public. Jackets from the brand retail for between $450 and $1,350, and T-shirts for between $110 and $200.
Tan said that with this collection, he wanted to showcase the brand’s aesthetic and the emotional value of the clothes to H&M customers, while continuing to focus on craftsmanship and functionality.
“This is a very wearable and story-telling collection. We hope it will bring a breath of fresh air and broaden consumers’ wardrobes, and we can’t wait to see it become a part of people’s lives,” Tan added.
Dayun Tan, founder of Garcon by Garcon
Courtesy of H&M
The collaboration marks the latest move by H&M to embrace the Chinese market, which has seen its popularity decline in 2021 following the Xinjiang cotton controversy.
Regarding its high-profile partnership with Shanghai Fashion Week, H&M said, “We hope to expand the possibilities of the fashion industry together with local designers, bring more attention and support to China’s new generation of fashion talents, and meet the diverse needs of consumers through this collaboration.”
In addition to the much-talked-about crossover, the brand also unveiled its China Design Hub at the 6th China International Import Expo last October.
The Shanghai-based facility, headed by Andreas Löwenstam, H&M’s former head of menswear who was involved in a number of high-profile product launches, will have a local design team and be tasked with developing looks for the greater China region, which comprises around 300 stores.
“I am thrilled to collaborate with Garcon by Garcon on this ambitious Fall/Winter collection,” said Lowenstam.
“As one of the most talked-about Chinese designer brands, Garcon by Garcon has applied its expertise and iconic design aesthetic to this collection. We can’t wait to share these cutting-edge creations with fashion lovers and draw attention to the creativity and influence of young Chinese designers,” he added.
H&M, which entered mainland China in 2007, has been actively engaging with local fashion creators since Simon Li won the H&M Design Award in 2015. When the capsule collection hit stores, the brand held a high-profile launch event in Shanghai.
The company then collaborated with Angel Chen to create a regional capsule collection and supported the Who Fashion Forward Awards in 2021.