Conceptual fashion is about to become mass market. Comme des Garcons, the haute Japanese fashion house designed by Rei Kawakubo, is teaming up with H&M to bring cerebral fashion to the high street conglomerate. “Mentally, I will not change my approach,” the maverick Japanese designer behind Comme des Garçons told WWD. “But since the object of the exercise is to join the forces of creativity with business, the collection will reflect this.”

The one time Comme des Garçons for H&M collection will be unveiled in Tokyo in early November as the Swedish fast-fashion giant continues its global advance and plants its first stores in Japan: a 10,000-square-foot unit in Tokyo’s Ginza district and a 16,000-square-foot location in hypertrendy Harajuku.

Kawakubo has a penchant for collaborating with interesting brands and has designed collections with Speedo, Azzedine Alaïa, Vivienne Westwood, Fred Perry and Peggy Moffitt, the keeper of Rudi Gernreich’s fashion legacy. Kawakubo is also the mastermind behind London’s conceptual style boutique Dover Street Market, where designers like Lanvin, Pierre Hardy and Raf Simons mix with the Comme des Garcons lines.

H&M’s creative advisor Margareta van den Bosch stated: “Rei Kawakubo has been at the top of our wish list for a long time and we are thrilled that she has chosen to collaborate with us. We have tremendous respect for Kawakubo’s fashion philosophy of questioning fashion’s ingrained patterns, and admire her artistic approach to design. We are particularly excited that the collection will be launched in Japan, Kawakubo’s native country, at the same time as the launch of our new store there”, explains Margareta van den Bosch, creative advisor, H&M.

Comme des Garçons Ltd was established in 1973 and a remains one of fashion’s most visionary brands. H&M was established in Sweden in 1947 and is synonymous with fast, trend-led fashion. H&M is Europe’s second largest retailer after Spanish-based Inditex, which owns Zara.

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