Following the much-anticipated success of its sell-out accessories collection with Jimmy Choo, Swedish clothing retailer H&M has done it yet again! This time around the fast fashion retailer teams up with legendary French designer Sonia Rykiel. This is the first time H&M products will be featured for sale at a high fashion boutique, affordable high street style! How great is that?

The Sonia Rykiel collection for the brand which boasts an extensive line of sexy lingerie, loungewear, and gifts like a velvet rhinestone-embellished pillow and a couple on-trend headbands – has hit 1500 H&M stores worldwide! This marks the first time that H&M has extended its designer collaboration to the world of lingerie and related accessories for women. As seen at Jean Paul Gaultier and Dolce & Gabbana, the trend for underwear as outerwear is set to be huge next spring. Ladies, it’s definitely time to get yourselves some eye-catching lingerie pieces! At the very same time, Sonia Rykiel has made the lingerie collection available in Sonia Rykiel’s major boutiques around the world- another first for H&M.

The  second H&M and Sonia Rykiel (who is known as the “Queen of Knits”) collaboration for spring 2010 features an iconic knitwear collection for women and girls (1.5 to 8 years old) accompanied by playful accessories which will be launched in around 250 H&M stores on February 20, 2010.

Nathalie Rykiel, president and artistic director of Sonia Rykiel, commented, ‘It is a hallmark of Sonia Rykiel to think of all women because fashion is about a certain spirit more than a question of means. This collaboration fits perfectly with our philosophy. The Sonia Rykiel pour H&M lingerie collection is the ideal way to offer the essence of Rykiel to a great number of women around the world, and a beautiful way to close the year. The knitwear collection is perfect for welcoming a colourful new season.’

H&M creative advisor Margareta van den Bosch also mentioned that ‘We loved the joyful chic of Sonia Rykiel’s 40^th anniversary runway show – and in that spirit this collection is all about revelling in great lingerie for its own sake. This is a totally modern, new kind of lingerie look, and when we started to work together with Rykiel on it, we just couldn’t stop.’

The collection was recently launched at the historic Grand Palais- one of Paris’ most famous buildings. Transformed into a giant carnival and looking every bit like a Parisian fantasy land, there were sideshow performers, funfair games, and even a Ferris wheel with mannequins dressed in Sonia Rykiel designs for H&M riding in every seat. Around 2,000 guests soaked up the fun yet chic atmosphere as the lingerie and knitwear collections were displayed on floats which emerged from a recreation of the Arc de Triomphe. Lily Cole kicked off the show, straddling a 20ft horse head on board a float surrounded with many other models showing off the lingerie collection. A horde of dancing models followed suit together with many other floats; Abba music playing in the background! It was indeed a stunning show with a truly celebratory launch!

Picture credits to: SassyBella

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