First it was Missoni for Target. Now comes one of the hottest pairings of all - Versace for H&M.
The uber hip retailer H&M debuts its Versace collection today at stores across the country. It's the latest luxe for less pairing, as high-end fashion brands increasingly unveil their clothing to the shopping masses at discount retailers.
Branding high-end names with discount retailers is a hit, breathing new life into brands and exposing them to a new customer base they might not have otherwise reached. Missoni for Target was a smashing success, selling out in mere minutes online and in stores. (I was lucky enough to snag a Missoni shirt for less than $15 a few weeks later on the clearance rack.)
And other pairings such as Mizrahi for Target, Vera Wang for Kohls and even Stella McCartney for H&M have all been met with the seal of consumer approval.
In Versace's case, their H&M line is priced at a fraction of its regular retail cost -- $20 to $400. It's all Versace, with plenty of leather, studs and the Versace "print" they are known for. The line was introduced in the U.K. last week, and sold out.
Today, the retailer will showcase its U.S. collection in select stores in New York, Georgia and California and other states. Customers in NYC lined up 24 hours before the store opened.
In Versace's case, customers will be limited to two of each item at H&M. I heard on Good Morning America that customers will only have 15 minutes to shop each section.