Department Store Denies Joint Project
Earlier claims that Liberty has teamed up with H&M were “misreported”, according to the London department store.
News circulated online last week claimed the Swedish giant worked with designers at the Regent Street retailer to produce a capsule collection.
While a nine-piece range featuring Liberty prints will roll out in H&M stores next September, the project is not a joint venture according to the Head of Press and Marketing, Kate Brindley.
“We aren’t collaborating with H&M, they have simply purchased our fabric wholesale to use in one of their collections,” she said.
Despite the four floral print shirts, three pochettes, tie and bow tie being co-branded, Brindley added Liberty “wont be selling or promoting this collection”.
At the time of announcement H&M’s Head Menswear Designer, Andreas Löwenstam, spoke of “combining classic patterns from Liberty with current fashion”, leading to speculation.
Founded in 1875, the retailer became known for its in-house floral and graphic prints, which it updates each season.
However, Löwenstam did not confirm the extent of Liberty’s involvement in the collection, which could beat H&M’s tie up with Alexander Wang to the shop floor.
The Liberty print range is due to launch across the high street chain’s 250 stores worldwide later in the year. Price points have not yet been announced.
H&M Liberty Print Collection