Fast-fashion brand H&M will roll out on Thursday its latest collaboration line with high-end brand Marni.

H&M has been hooking up with a high-profile fashion brand or designer every year including Sonia Rykiel, Karl Lagerfeld, Jimmy Choo, Stella McCartney, Lanvin and Versace. The collaborations each time created a buzz in the fashion world, not to mention remarkable sales figures.

“Marni at H&M” is full of the luxury brand’s signature color-saturated patterns and prints. They are intended to be mixed and matched in a playful way, like an African-print shirt with modern Bauhaus style pants. Pairing sporty silhouettes, with more feminine shapes, of course, is another suggestion from the brand.

The collection also includes a wide range of shoes, bags and accessories to make sure the final look is nothing less than Marni. For men, the two brands offer a fresh take on menswear staples with a subtle use of print and a softened use of color.

“We are experiencing an enthusiastic response already, compared to the previous collaborations with Lanvin or Versace. While those collections were more dressy, limiting the number of customers, Marni is bringing out more casual outfits within the H&M price range,” said Jeong Hae-jin, head of H&M Korea’s PR team.

The line has already attracted media attention as Hollywood stars such as Winona Ryder, Drew Barrymore and Milla Jovovich showed up wearing pieces from the collection at the “Marni at H&M” launch party held last month in Los Angeles, California. The fantasy-like advertising campaign video clip produced by award-winning director Sofia Coppola is gaining attention as well.

The new collections will hit 260 H&M stores worldwide on March 8, at 8 a.m. Four out of the seven H&M shops in Korea are included in the list ― in Apgujeong-dong, southern Seoul; Sindorim D-cube City in Sindorim-dong, western Seoul; Noon Square in Myeong-dong, central Seoul; and Sinsegae Department Store in Incheon City.

Shoppers will be handed bracelets with an entrance time marked on them on a first come, first served basis. Groups of 25 shoppers will enter the shop each time for a limited amount of time.

For more information, visit H&M’s website at www.hm.com.

By Park Min-young  (claire@heraldcorp.com)