Last Thursday, October 16th the Armory on the Hudson in New York City was transformed from an indoor track and field stadium to a futuristic runway fashion arena for the global launch of the Alexander Wang x H&M collection, one of the most anticipated and stylish designer brand partnerships of the season.
The celebrity crowd included: Jessica Chastain, Kate Mara, Dakota Fanning, Natasha Lyonne, Justin Theroux, Solange Knowles, Mary J. Blige and the return of Tyson Beckford to the runway. The show was followed by a performance by hip-hop artist Sharaya J and a surprise set by musical artist Missy Elliott.
“Tonight’s event for the launch of Alexander Wang x H&M was about high energy and a full experience that goes beyond fashion; from the attitude and speed of the show, to the pop-up store in a locker-room setting, and the performances by Missy Elliott and Sharaya J at the after-party,” says Alexander Wang. “I wanted for everyone to be able to just let go and have fun and hopefully we achieved that tonight.”
In addition to the crowd of celebrities and fashion industry press, fans of both brands who won tickets through a golden ticket initiative via vending machines, held in selected H&M stores around New York were also on hand for the launch. The event was also available globally via live streaming on hm.com and alexanderwang.com.
“Tonight’s celebration truly reflected the theme of the Alexander Wang x H&M collection. It was like being at the ultimate meeting between fashion and sport, and it was perfect to launch it here in New York,” says Margareta van den Bosch, H&M’s creative advisor.
The collection will be available in 250 H&M stores worldwide, and online starting November 6, 2014 www.hm.com.