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H&M Goes Viral For Lanvin Collaboration

Retailer H&M is known for its collaboration with normally high-end designers like Karl Lagerfeld. But the company is going beyond bringing in fashionable names to build anticipation for its latest collaboration with Lanvin.

BlackBook reports that H&M is leaking images of items from the collaboration and there’s this video above to promote the line. (Video also available on Zet Fashion.)

“What started as anonymous videos on YouTube designed to mislead speculators into believing that Carolina Herrera or Thomas Maier would be designing the capsule line instead of [Lanvin designer Alber] Elbaz has since become a slow trickle of ad images, and they’re generating no shortage of excitement,” BlackBook writes.

But the promotion isn’t just online. H&M will be hosting a good, old-fashioned fashion show in New York on November 18 for the line’s debut. Two days later, sales will begin in Las Vegas. Images from the new line also available at BlackBook and New York magazine.

This week, we’ll be posting a podcast with Daniel Saynt, and TheyEnvy.US editor and director of social media at, about fashion’s use of social media. Stay tuned.

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