You've likely heard of H&M, but here's your introduction to Kenzo.
The French luxury haus was founded by Japanese designer Kenzo Takado in 1970 and although the brand has long been celebrated in the high-end fashion world, it wasn't until recently that they broadened their consumer reach when Humberto Leon and Carol Lim, the founders of retailer Opening Ceremony, were named Kenzo's co-creative designers in 2011.
The best friend duo had the vision to bring to life a pullover, emblazoned with the image of a roaring tiger's face, at the reasonably lux price of $230. The sweatshirt would go on to become a cult-favorite, making it a necessary entry status piece for fashion mavens worldwide and, eventually, a brand staple. (You've likely seen it plastered all over some for your favorite style icons.) Since teaming up with their original project, Opening Ceremony, to debut the collection back in 2013, Leon and Lim have stayed true to Kenzo's roots with colorful and exciting textiles that gradually becoming more memorizing as each collection rolls out.
When it comes to rebranding, Kenzo's is one of the most successful stories to date. It had an opportunity to capitalize on a market that, at the time, was a bit more subdued and monochromatic in nature. Striking out meant striking gold.
So, it should come as no surprise that the company would want to keep this momentum through joining forces with H&M, once again making their product affordable to a broader market that will lead to expanding into a household name.
Since the collaborative announcement, H&M has taunted us with a short safari-inspired clip that is true to the brand we adore, but provides no hints of structure or silhouette. Mystery remains, but we're certain all of the pieces will be fabulous.
(No, but seriously, give us a peak before a hacker does, H&M.)