Alexander Wang x H&M launches // Schön! Magazine

H&M and Alexander Wang’s innovative forthcoming collaboration is scheduled to hit stores and digital shelves tomorrow, on November 6th, after the Swedish retailer and New York-based designer have teamed up to create the ultimate urban collection. Photographer Zoltan Mihaly captures the collection exclusively for Schön! with stylist Peter Frak.

Black, white and grey and emblazoned with Wang’s blocky logo, with an urban edge and references to the survivalist undercurrent, this collection is what successful street style is made of. “We wanted to take certain elements of each sport and portray the ultimate warrior. The girls had to feel big and heroic,” states Wang.

Playing on the youth’s obsession with fitness, Alexander Wang X H&M brings sport and performance to everyday life through technical details and fabrics used for both function and fashion. This is Wang’s first ever versatile performance wear wardrobe, with over 35 exclusively designed pieces to be worn on the street, in the gym and at the club. Alexander Wang x H&M will be available online and in 250 stores worldwide.

The menswear collection comprises over 20 newly-developed pieces and creates a modern wardrobe with the aspects and functionality of performance wear. In the video game-esque teaser video, filmed in an underground theatre in London, the cast performs impressively athletic stunts while battling the elements, seeming almost superhuman. Wang explains that “We wanted to find a way of representing those performance-wear functionalities in the film by putting our cast in extreme conditions and by making it appear easy and graceful for them to take on something that seems like a challenge.”

Discover the #AlexanderWang x HM collection now.

Alexander Wang x H&M Collection

Alexander Wang x H&M Collection

Alexander Wang x H&M Collection

This Schön! online editorial was produced by:

Photography / Zoltan Mihaly
Styling / Peter Frak 
Model / Jenny @Attractive
Hair / Pal Kiss 
Make Up / Eszter Magyar 
Photography Assistant / Mark Szalay


Discover the brand new Schön! Issue 26 #luxury. 
Now available in print, as an ebookonline and on any mobile device.

by / November 5th, 2014

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