The Perfect Combination H&M and Prada team up by Vera Ciria

Thank goodness for H&M’s designer collaborations! Mere mortals with low purchasing power can get their sticky little paws on exclusive pieces of clothing designed by great names at a fraction of the price. Starting in autumn 2004, Karl Lagerfeld was the first to join with the store, offering his personal interpretation of high fashion for the general public. What someone obviously forgot to mention to him was that “normal” people aren’t actually that big in size. 2005 saw Stella McCartney, and mass hysteria around the world to grab one of her pieces. Viktor & Rolf had their turn during 2006, and I’ll admit that I lined up and dodged elbows to acquire the most perfect trench coat ever. 2007 and 2008 treated us to Roberto Cavalli and Comme des Garçons, respectively. Since this appears to be a great way to raise sales, H&M proposed not one but three joint efforts during 2009: Matthew Williamson, Jimmy Choo and Sonia Rykiel. I suspect that the results have been more positive in other countries where these designers are better known.

What does the public actually desire from these partnerships? What do they need? Without a doubt, to own an item created by their all-time favourite designers. Finally, after much gossiping, crossing of fingers and toes, wishful thinking and lighting candles to various saints, the miraculous occurred during 2010. Miuccia Prada finally agreed to bestow her fabulous concoctions on us, the grovelling subjects desirous of an intellectual, brooding and disconcerting style.

The crowd started lining up the night before, camping out in front of various H&M stores. The grand moment when the doors were opened was absolutely magnificent: a mad stampede to snatch a piece of fashion history and revel in the warm glow of finally owning a genuine Prada item.

A small offering of two different styles of jackets, various dresses and blouses, trousers, two bags and shoes was nowhere near enough to satisfy the hungry multitude. Miuccia had based her collaboration around her last Spring – Summer collection, with pieces that made an easy transition from office to parties and beach. Highlighting the economic condition in which the world is immersed, her pieces were chic and elegant but with a nod to sobriety and severity. Hems were scissored off to leave fraying edges, reflecting a raw feeling and mood towards the general crisis. Cool greys mixed with explosions of colour in the form of printed scenes depicting Italian palazzos and beachy scenes hinted at her trademark irony. To counter the grave mood, there were crystal embellishments dancing across blouses and tops, reminiscent of chandeliers. Although things may be tough right now, there’s no reason to be negative.

Especially popular were the shoes and bags constructed out of transparent plastic. Gorgeous block moulded heels accompanied by deep black straps made for a mouth-watering combination. See-through bags appealed to the inner show-off we all harbour inside.

The going was rough, more than one flying elbow connected with a nose, and blood did flow. As there was not enough to go around, things became quite desperate as everyone grappled over the items. One can only dream and hope that one day this magical moment will come again!