>> Matthew Williamson's Summer collection for H&M hits stores May 14, and what better way to catch attention than with a trippy one-minute online-only segment beginning with Daria Werbowy waking up and proclaiming, "Always the same, it's boring" and ending with Williamson rising from a colorful meteor crater, quipping, "Well I haven't done it all . . . yet." In between, trippy music, models jumping out of life-size magazines, pink horses . . . directed by Johan Renck and with the theme "It's time for change," it definitely sticks with you.
It seems the Matthew Williamson for H&M madness will never stop, a commercial celebrating the collaboration has just been released. The commercial, above, will air exclusively online and stars models Daria Werbowy, Elsa Hosk and Matthew Williamson himself. Shot in Rio de Janeiro by director John Renck, who has directed videos for Madonna, Beyonce and Kylie Minogue, the video aims to promote Williamson's second delivery for the retailer, poised to hit shelves next week.
After the successful multi-city launch of his colorful range for H&M, a second delivery from Matthew Williamson is poised to hit shelves. Including both men's and women's styles, the "summer collection" will debut at H&M stores on May 14th and will receive an even greater distribution than the first delivery. As compared with the 200 stores that received Williamson's first delivery, 1600 stores will be graced the second. Also noteworthy, this marks Williamson's first foray into menswear. Check out a first peek at the summer collection below.
>> ON THE CAMPAIGN TRAIL —We've seen bits and pieces of Matthew Williamson's H&M line — and here's a video interview with him talking about the collection — but now we've got a glimpse of the first campaign image with Daria Werbowy. Model and designer traveled all the way to Mexico to shoot what could be a studio shot, but the airtime was done for the sunlight on the Mexican beach. Grazia has behind-the-scenes pictures of the shoot with Solve Sundsbo, Daria posing on a platform of water. Matthew is also supposed to be in the campaign, but we'll have to wait for subsequent shots to see that. [Fem, Grazia]
>> Matthew Williamson's colorful range for H&M doesn't hit stores until April 23 (with more Summer pieces following mid-May), but previews are already hitting the web, featuring a wide-sleeved sequin minidress (below), $200, a cobalt blue silk suit with fuschia piping, and a tan leather jacket with neon piping among them. Unfortunately, we have to wait until May issues break to see the campaign, shot by Solve Sundsbo with Williamson and Daria Werbowy in Mexico.
>> Now that he's passed the baton at Emilio Pucci, leaving himself more time to focus on his eponymous line, Matthew Williamson's first order of business? To design a capsule collection for H&M, the first range of which will arrive in stores April 23, followed by Summer pieces mid-May.
In the past, all of H&M designer collections — Karl Lagerfeld, Stella McCartney, Viktor & Rolf, Roberto Cavalli, and most recently Comme des Garcons — have all been launched annually in early November. It makes sense that with Matthew Williamson's resort-bright, print-happy aesthetic, the collection would fare better for Summer, but if the old patterns hold true, and we're lucky, there will be another designer collection in November, which means H&M is trying harder to keep up with Topshop and Target.