“What a depressing world, it’s all about taste, if you are cheap, nothing helps” – Karl Lagerfeld

Since 2003, the marketing strategy of masstige has been used by numerous consumer goods industries that include premium brands and fashion designers.

In 2004 H&M launched a limited edition designed by Karl Lagerfeld with very affordable prices. This partnership has been very beneficial for H&M because it helps to enhance the perceived perception of the retailers.


This opportunity also had return for the designer, as Karl Lagerfeld increased his fame among young generation. Capsule collections with fast fashion retailers are a way for luxury and designer brands to educate the younger generation about the stylistic codes.


After Karl Lagerfeld, other important designers launched their special collections for H&M such as:

  • Versace
  • Roberto Cavalli
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  • Lanvin
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  • Maison Martin Margiela
  • Stella McCartney
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  • Jimmy Choo
  • Marni
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  • Sonia Rykiel
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  • Isabel Marant
  • Matthew Williamson
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  • Victor & Rolf
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  • Alexander Wang
  • Balmain


Whether it’s promoting partnerships through model-filled campaigns, runway shows, or celebrities sporting the goods themselves, H&M is the master of masstige strategy.