H&M: When the street is dressed in silk.

Democratizing fashion has resulted in the evolution of the style concept. Dressing well is longer just a money matter. The Swedish H&M chain was well aware of the growing interest for fashion as a social phenomenon and decided to take the plunge and become in formal terms, the flirt that retail and large scale distributors and top of the range designers had had for years.  Included in the "Capsule collections", work with great fashion designers started in 2004 supported by Karl Lagerfeld. Then Stella McCartney, Viktor&Rolf, Roberto Cavalli and Comme des Garçons. A communications strategy that works on a triangle of three central ideas, where in addition to the brand identity and the consumers desires, there is a third element responsible for widening the brand’s horizon. Luxury for the people?.

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