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NATTY NEWS: Sonia Rykiel for H&M


To premier their latest collaboration with Sonia Rykiel, H&M celebrated with an elaborate fashion show in Paris, last night.  The event featured larger-than-life decor including a ferris-wheel, illuminated Eiffel Tower and Alice-in-Wonderland inspired set.  Champagne flowed freely during the decidedly pre-recession feeling fiesta which, in a final extravagant coup-de-grĂ¢ce, literally rained free panties and pillows onto the excited guests.

This collection is the first of H&M's many collaborations to have a lingerie focus, though knitwear will follow in February as a 2nd tier of Sonia Rykiel for H&M.  President and artistic director of Sonia Rykiel described the project saying:
"It is a hallmark of Sonia Rykiel to think of all women because fashion is about a certain spirit more than a question of means. This collaboration fits perfectly with our philosophy. The Sonia Rykiel pour H&M lingerie collection is the ideal way to offer the essence of Rykiel to a great number of women around the world, and a beautiful way to close the year. The knitwear collection is perfect for welcoming a colourful new season” 
And in another twist, the Sonia Rykiel for H&M collection will also be available in Sonia Rykiel boutiques worldwide - marking the first time an H&M collaboration has not been exclusive to H&M.  Though the excitement begun last night at the show, the anticipation continues to build with the retail debut waiting until this December 5th.  Catch a sneak peak at the collection online now, and decide whether you'll be joining the throngs of fashionistas this Saturday, clawing their way to H&M for a stripey boy-short or rosette-ed bra...


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