Stella McCartney's low-cost collection for the Swedish giant Hennes & Mauritz, which has more than 1,000 stores in 22 countries across the globe, was launched yesterday in a school in southeast London.
The collaboration with the British designer on a one-off basis follows the company's success with Karl Lagerfeld last year. In the US alone, l9 stores carrying his collection sold 200,000 items in one day, worth an estimated $12 million.
"I have put my personality into this collection", the British designer told The Irish Times. "I wanted it to be a capsule woman's wardrobe that could be worn in many different ways, and it was important to have different fabrics and details."
Known for sharp, sexy tailoring and slouchy tops, McCartney has reworked at affordable prices a number of her best signature pieces from her other collections like a chunky cardigan and a nylon trench coat. A silk camisole top, for instance, comes with a €29.90 price tag compared to €192 in her main line.
Describing herself as a "realistic" designer, she said she wanted to make her brand accessible and was very happy with the quality. "I was surprised at how much detail we could bring to it at the prices. We have achieved a very high standard," she said.
The 45-piece collection from €14 to €149 goes up to size 14. It includes two coats, a denim jacket and skirt, skinny jeans with ankle zips, three types of silk and satin dresses and both narrow and wide trousers.
Particularly handsome is the black wool tuxedo coat with menswear finishing inside and out, for €149, and a fitted Glen check jacket with working buttonholes for €99. Decorative detailing includes bows, ribbons, pintucking and a fair amount of hardware such as zip inserts, D-rings and metal mesh accessories.
Chiffon blouses were pretty in dusty pink though a silk jumpsuit trimmed with belts, bows and buttons was hardly the most flattering item even on a slimline model.
The collection goes on sale on November 10th.