
It all began when Karl Lagerfeld designed a capsule collection for H&M, at least that was the first one of the gang to hit my eyes, and concentrate so much anticipation and interest from the public. When launched, the collection sold out within half an hour, whilst ruthless shoppers jostled to snag limited edition Karl Lagerfeld garments. Everyone wanted a piece of the designer-mastermind minus a few zeros, which meant an affordable fashion-fix for customers and a complete triumph for H&M.
The success sparked up several other designer-highstreet ventures. Next year saw Stella McCartney on the H&M racks, with another sold-out-in-a complete-frenzy collection.





And for the year 2006 Viktor and Rolf gave it a go and put the H&M tag on their creations with another sold out collection.




Topshop took it's own turn hooking up with more upbeat and upcoming designers like Celia Birtwell, Emma Cook, Marios Schwab, Laura Lees and Christopher Kane giving an alternative route to designer fashion. Since then, collaborations like these seem to have become the new trend (and probably the easiest way for designers to increase their bank balances at the blink of an eye). They now seem to be practically everywere and even more are constantly springing-up: Giles Deacon for New Look, Yovovits - Hawk / Zyhair Murad for Mango, the Designers at Debenhams, Luella Bartley / Paul and Joe for Target, Thakoon, Sophia Kokosalaki / Vivienne Westwood for Nine West, Doo Ri / Thakoon / Rodarte for Gap, just a few I can roughly list. Even celebrities are now entering the high street collaboration mode, with Madonna and Kylie designing lines for H&M, Kelly Brooke and Lily Allen for New Look, as well as the most recent and talked-about Kate Moss for Topshop venture.
So, what is it with all the designer collaborations? It seems like when we have spent our money on one, another is springing up. And in the end what exactly are we buying in terms of original design? Is this the focus of each designer-highstreet collection? Are we buying the quality of designer apparel or are we buying just a name, just "the brand"?



And then, I open up ebay and do a bit of searching and there it is, another one that I had not read nor heard of: Stella McCartney for Target. Stella McCartney seems to be the collaboration favourite indeed. She was voted by the H&M customers in 2005 as the one they 'd most like to get to design a collection for the high steet brand, and has also forged a strong team-up with Adidas for the past couple of years, designing sportswear that I must say are some of the most stylish sportswear gear around. But now another collaboration with giant Aussie Target stores? How did I miss that??





After a brief look at the 42-piece capsule collection, I couldn't help but experience a bit of a deja vu. Supposedly taking inspiration from her own unique signature style (this concept reminds me of another similar venture, well guessed, the H&M one), the collection featured some of Stella's staples: a taffeta trench coat, wool cashmere cardigans, silk camisoles, satin wrap-around dresses, shirts and beaded tunic tops, skinny jeans and tailored suits. As you can easily tell, it is not just the concept but also the actual garments that seem to be similar to her 2005 H&M high-street debut. While I was quite thrilled with the H&M garments 2 years ago, this time around the collection looks rather colourless and boring really, nothing that a shopper would not find in other major retailers and not a single garment in some sort of a challenging design. Been there done that! Sadly, for me, it's basically a "malfunctioned" repetition of the H&M collection yet at a much lower design - standard, too much like what she churned out in two years ago.
Still, fashion-hungry customers, some of whom had queued for more than two and a half hours before the doors of their local Target shops opened, rushed in and stripped racks bare of McCartney items within 10 minutes of opening time. Scenes of utter chaos were described as shoppers were taking clothes off mannequins, stripping off in front of male shoppers in the rush to try on the new range and snap up an item before someone else, and even ripping garments out of each other's hands! Ebay prices also rocketed and Stella McCartney had secured another hit under her belt. So this probably means we may catch her on another such venture? Time will tell, and until then God have mercy on our pockets.




