Troye Sivan, Caroline Polachek, Arca, JADA, Irina Shayk, Toni Garrn, Nara Smith join H&M& BERLIN to Celebrate 20 Years of Iconic Designer Collaborations
Last night, 30 October, H&M celebrated the Pre-Loved Archive collection – which gives customers a second chance to own iconic pieces from H&M’s rich history of designer collaborations - with an all-star event in Berlin. The night featured live performances from Troye Sivan, Caroline Polachek, Arca, and JADA.
The evening was a lively union of music, fashion and style, and was attended by Irina Shayk, Toni Garrn, Nara Smith many of whom showcased their favourite pieces from H&M’s twenty-year history of designer collaborations by wearing items from the Pre-Loved Archive Collection.
The event was the latest instalment in a global programme of events and activations, which spotlight H&M’s new energy. It follows a dynamic party in London’s East End. Fitting with H&M’s spirit of inclusivity, everyone is invited: H&M customers have the chance to sign up to attend all events through social media. This event formed the German component of H&M’s event tour and highlighted H&M’s vision for the past, present, and future of fashion.
“I’ve always loved Berlin, and what it represents as a hub of culture, music, nightlife, and fashion. I couldn’t think of a better place to celebrate music and fashion with H&M.”
- Troye Sivan.
The event took place at legendary Berlin nightlife space Kraftwerk. Guests enjoyed an immersive experience which offered a journey through the many memorable moments that have established H&M as a leader and innovator in the history of designer collaborations. After dancing to live performances by Troye Sivan and Caroline Polachek, guests continued the party with DJ sets from Arca and JADA.
“The Pre-Loved Archive represents the past, present, and future of fashion. I’m so excited that this project will introduce all of our greatest collaborations to an entirely new generation of customers, all while encouraging people to reuse and reimagine the collections, wearing them in new combinations, and falling in love with them all over again.”
- Ann-Sofie Johansson, H&M
H&M’s industry-leading designer collections revolutionised the collaboration model within the fashion industry. They began in 2004, and since then H&M has worked with some of fashion’s greatest designers, cementing the principle that great design transcends price. To mark the 20-year anniversary, a collection of pre-loved pieces from across the spectrum of designer collaborations is currently being re-released in selected global stores. Various pieces from the Pre-Loved Archive collection launched in the Berlin Mitte store yesterday and more will be available online, on HM.com, from today, Thursday 31 October.