Luxury and Lanvin

The highly anticipated collaboration between French fashion house Lanvin and fast fashion giant H&M debuted today in Canada. Regarded as a blessing by many fashion-forward folks with a constrained budget, consumers can now achieve the signature Lanvin look perfected by Alber Elbaz, Lanvin’s head designer, at a fraction of the cost: a typical Lanvin dress can cost approximately $10,000 on average, but a Lanvin x H&M dress retails for “only” $199.

Based on the successes of previous guest designer collaborations, H&M has realized the profitability of cobranding with high fashion labels. By fusing two brands of value together, cobranding can create an even higher level of perceived value. H&M is generally regarded as a reliable source for inexpensive but trendy clothing; Lanvin is recognized as the oldest fashion house still in operation. Together, Lanvin’s premier status allows H&M to command a premium price. To certain consumers, however, this premium is a small price to pay for the status attached to the designer name.

As much as I am a frequent customer at H&M and a great admirer of Mr. Elbaz’s work at Lanvin, I have no intentions to purchase a Lanvin x H&M piece. While others value this special collection enough to begin lining up last night in front of H&M, I personally do not see the worth of such a collaboration. Lanvin conveys a portrait of classic French sophistication and opulence with a bold edge. H&M has attempted to translate this image in a more affordable way–which will delight many people–but I value the high standard of quality that can only be guaranteed with genuine designer products more. Without the Lanvin brand and all it stands for, any piece from the collection is reduced into a cheap knock-off with a ludicrously steep price–and hardly anybody expects to pay over $100 for something from H&M. That is, unless you slap a designer name on the label.