(Cover) - EN Fashion - Alber Elbaz has announced that Lanvin’s collaboration with the fashion chain H&M will be “luxury.”

It was confirmed this morning that the Swedish retailer had signed up Lanvin for a designer collaboration which will be on sale in November this year.

The artistic director of the exclusive French fashion house says that although he was initially against making clothes for the masses, he has been attracted to the possibility of making lavish garments available in a non-designer store.

“I have said in the past that I would never do a mass-market collection, but what intrigued me was the idea of H&M going luxury rather than Lanvin going public,” announced Alber.

He went on to explain that although the companies usually cater for a very different market, they do still share the same desire to make men and women feel beautiful.

“This has been an exceptional exercise, where two companies at opposite poles can work together because we share the same philosophy of bringing joy and beauty to men and women around the world,” added Alber.

Lanvin is the latest brand in a long list to collaborate with H&M. Previous collections have been created by iconic designers such as Karl Lagerfeld, Stella McCartney, Comme des Garcons and Sonia Rykiel. (C) Cover Media