Despite a reported decline in consumer interest in designer x mass market collaborations, Alexander Wang x H&M managed to deliver. The sportswear-inspired collaboration inspired shoppers to line up outside of H&M locations worldwide a day in advance of the November 6th launch, completely shut down H&M's servers, and sell out in almost no time at all. Our friends over at Racked wrote, "It's been a decade since Karl Lagerfeld collaborated with H&M on a lower-priced capsule collection, igniting what's now become familiar territory: a high-end designer partnering with a price-conscious retailer on a limited edition run of product.
Collaborations have since become de rigueur, scheduled, expected, and—frankly—uninteresting (the first nail in the coffin seemed to come with Target and Neiman Marcus's multi-designer effort for holiday 2012)." Racked took a very comprehensive look at what made the H&M x Wang collab so successful and its conclusions: "Seven perfect months of hype—coupled with ambitious product—that ought to serve as a blueprint for fashion marketing, beginning with a surprise Coachella party and stoked over half a year by expertly orchestrated placements in magazines, on celebrities, and through social media."