“Mugler H&M will give fashion lovers a chance to own a piece of the brand’s legendary history and become a part of its dynamic present.”
The much-awaited H&M collaboration is all set to hit the stores next month. The most anticipated one, till date, the H&M X Mugler collection brings to life the marriage of the varied aesthetics of both these brands. Taking this collection a step higher, the lookbook of the high-street brand H&M and the French fashion brand Mugler has been shot on Mariacarla Boscono and Jerry Hall. Crafted under the creative direction of Casey Cadwallader, Mugler’s Creative Director, the collection will be unveiled online and at some selected H&M retail outlets on 11 May. Each piece in the collection will embody the uncontainable Mugler energy and the association between the brands marks a new dawn for H&M. As the fashion industry buzz about this upcoming collection, let’s look at what H&M X Mugler collab actually entails.
1. What is H&M?
The brand name has become synonymous with the expression of “favourite fashion brand” over the course of years. H&M or Hennes & Mauritz is a Swedish multinational fashion brand that specializes in producing fast-fashion apparel. As of June 23rd, 2022, the company operates in 75 markets worldwide and has a total of 4,801 stores across its various brands. It employs approximately 107,375 full-time equivalent workers.
Erling Persson founded the company in 1947 when he opened his first store in Västerås, Sweden. The store, which exclusively sold women’s clothing, was named “Hennes,” which is the Swedish word for “hers.” In 1964, the company expanded to Norway, and in 1968, Persson purchased Mauritz Widforss, a hunting apparel retailer in Stockholm. This acquisition led to the inclusion of a menswear collection in the company’s product line, and the name was changed to Hennes & Mauritz.
2. What is Mugler?
A French fashion brand that specialises in luxury fashion and perfume, Mugler’s aesthetics mainly focuses on confidence and sex appeal. The brand was founded in the 1970s by Thierry Mugler and it has since then put an emphasis on dramatic haute couture and feminine shapes and silhouettes.
Tightfooted in transgression, the brand has always broken boundaries and expressed the raw form of fashion with its sensual and rebellious designs. The brand has slightly changed its aesthetics to suit the modern-day mindset and to make its designs wearable, but it still has its roots in the 90s. ‘Nudity’ has always played a huge part in their collections and the Creative Director stays true to the aesthetics.
3. H&M X Mugler collaboration
Now that we know what H&M and Mugler really are and we are acquainted with their design ethos, it’s time we know what the H&M X Mugler collaboration means.
The Mugler womenswear line showcases their signature oversized shoulders and cinched waists that accentuate the body’s shape. The spiral multi-seaming design is seen throughout the collection in baggy jeans, nylon and denim thong jeans, and jackets. Leather trench coats and jackets come with elongated scarf detailing, accompanied by catsuits, leggings, cut-out bodysuits, and embellished dresses.
For the menswear collection in the H&M X Mugler collab, leather trousers, blazers, and trench coats with engraved buttons are featured, along with a sculpted denim jacket that accentuates the form.
The collection also includes gender-fluid accessories such as sheer gloves and tights, bags, scarves, silver and gold body chains, earrings, and necklaces in varied shapes and sizes, including the iconic Mugler star. The H&M X Mugler collection pays tribute to Thierry Mugler’s iconic designs from the 80s and 90s through an archive revival. The fashion collection, curated by Casey Cadwallader, pays homage to the legacy of Thierry Mugler with each piece labelled with the founder’s signature. The collection boasts several notable items, including a black velvet dress with puffed sleeves and a shaped waist, a lace corset dress, a skirt suit adorned with piercing details, and a vibrant green tailored jacket. The accessories for this section are equally eye-catching and feature boomerang-shaped earrings and a double brooch linked by a chain.
The much anticipated H&M X Mugler collection will be available for the general public on 11th May. People can shop online or from selected H&M outlets. The entire lookbook for the collection has already been unveiled by the Swedish fashion giant and one can browse through this marvellous assortment on their app.