Just a few weeks after launching his “ultra-premium” vodka, Roberto Cavalli signed with H&M to design a line.
How is that supposed to work?
Going ultra-premium here and going mass market there?
But then, the cooperation with well known designers and personalities anyway presents little more then a lot of media attention, mainly for H&M. According to some sources Karl Lagerfeld was not amused, when he saw the small amount of royalties from the relatively few pieces H&M had produced and sold.