Last night, the Armory on the Hudson in New York City was transformed from an indoor track and field stadium to a fashion arena for the global launch of the Alexander Wang x H&M collection.
Jessica Chastain, Mary J. Blige and Dakota Fanning were among the guests who saw the performance-wear inspired collection presented on a futuristic racetrack runway. The collection will be available in 250 H&M stores worldwide, and online starting 6 November 2014.
DJ Jesse Marco took over straight after the show, as the catwalk turned into a dance floor. Later, hip hop artist Sharaya J opened for a surprise set by Missy Elliott. Missy sang some of her biggest hits including “Get Ya Freak On” and “Work it”. DJ and producer Diplo kept the party going into the night.
The event was full-on energy from the beginning, with free runners using the show’s set for a parkour performance to kick off the show. They were celebrated by an audience waving foam boxing gloves and wearing athletic tanks for Team Wang and Team H&M. The global H&M audience was invited to participate through a live stream hosted on hm.com and alexanderwang.com.
In addition to the crowd of celebrities and fashion industry press, fans of both brands attended. They had won invites to the launch event through a golden ticket initiative via vending machines, held in selected H&M stores around New York.
“Tonight’s event for the launch of Alexander Wang x H&M was about high energy and a full experience that goes beyond fashion; from the attitude and speed of the show, to the pop-up store in a locker-room setting, and the performances by Missy Elliott and Sharaya J at the after-party,” said Alexander Wang. “I wanted for everyone to be able to just let go and have fun and hopefully we achieved that tonight.”
“Tonight’s celebration truly reflected the theme of the Alexander Wang x H&M collection. It was like being at the ultimate meeting between fashion and sport, and it was perfect to launch it here in New York,” added Margareta van den Bosch, H&M’s creative advisor.
“The collection is hot. It’s fly, it’s edgy, it’s everything. I love it,” said Mary J. Blige.
“I love Alexander. I love how he takes street clothes and turns them into fashion. It’s great how H&M’s collaborations make designer fashion on a scale that people can afford,” commented Jessica Chastain.
H & M Hennes & Mauritz AB (H&M) was established in Sweden in 1947 and is synonymous with affordable as well as up-to-date and high quality fashion. It has a wide product range that is divided into a number of different concepts for women, men, teenagers and children. The company’s clothing collections are created by its own designers, pattern makers and buyers. The brand has more than 116,000 employees and around 3,300 stores in 54 markets, including franchise markets.