Since 2004, the company has collaborated with well-known greats such as Karl Lagerfeld, Beyonce, Versace, Alexander Wang and Stella McCartney to name just a few. The pieces created through these collaborations have flown off the shelves at record speeds thanks to their designer name tags but bargain prices.
And this year is set to be no different, as H&M bosses have revealed its latest collaboration will be with Balmain Paris.
About the collaboration, Olivier said: 'I want to talk to my generation; this is my main aim as a designer. H&M allows me the unique possibility of bringing everyone into the world of Balmain, get a piece of the dream and create a global #HMBalmaination — a movement of togetherness, fueled on a hashtag.
'The collaboration felt extremely natural to me. H&M is a brand that everybody connects to. It calls for unity and I am all for it.'
Ann-Sofie Johansson, creative advisor at H&M, said: 'We are excited to have Balmain as our guest designer at H&M and create a truly involving experience for everybody. With its mix of couture spirit and street wear attitude, Balmain owns a unique style, at once opulent and direct, sensual and energetic. It is also closely linked to the show business and music worlds, which adds another element of surprise.'