The Met Gala is typically known for luxury’s fashion heavy hitters like Chanel and Versace, but this year, a very different type of brand came to play.
Swedish fast-fashion giant H&M sponsored a table at the benefit and custom-designed dresses for their guests, who included:
- Lili Reinhart – in a fitted bodice and long silver train
- Jasmine Sanders a.k.a. Golden Barbie – in a shiny gold ball gown
- Olivia Munn – in a slinky chainmail creation
And while H&M is better known for its low-priced daywear and accessible designer collaborations the brand has taken a step towards glamorous evening-wear.
And with recent reports about H&M Group’s profit decreasing by 61 percent year-over-year to $144 million due to sitting on a stockpile of unsold dresses and accessories worth $4.3 billion and stock falling to its lowest point since 2005, one may wonder why the brand has made the decision to branch out into glam wear.
The data says it all actually.
According to social media monitoring and analytics firm Brandwatch, the Met Gala has been mentioned more than 1.5 million times on:
- and Reddit
Met Gala sponsor Versace represented most of the brand mentions with 15 percent, leaving H&M and Gucci to tie with a representation of 9 percent of all mentions.
H&M creative advisor Ann-Sofie Johansson says:
“Our customers really get inspired to see that we are part of the fashion world.”
In addition to buying a table at the benefit, which typically costs about $275,000, the retailer also decided to launch an H&M Gala collection which price points ranging from $100 and $500.
Johansson also touches on the ability to make each piece:
“[The H&M Gala collection pieces] are not that easy to make, to be honest. We can’t make them in [large] volumes really.”
But notes that the collection is worth the effort because:
“we want to show that we can pull of different things; we are not just one dimensional.”
The collection is expected to arrive today both online and at its 5th Avenue flagship store.