Arguably the most visible of the fast-fashion chains, Swedish mega-retailer H&M has announced it will partner with that most Garboesque (also Swedish) of fashion labels, Maison Martin Margiela. With this photo, the reclusive Paris-based house confirmed the holiday collection, arriving in stores November 15, 2012.
All of H&M’s collaborations—whether with Versace or Viktor & Rolf, Sonia Rykiel or Stella McCartney—are odd couples. And that’s precisely what makes them so popular, sensationally popular, as in early-morning lines and local camera crews angling for man-on-the-street interviews. But even odder is the notion that this collab with MMM, already cult-followed for its clever deconstruction and simplicity of concept, seems so right.