H&M CELEBRATES ITS COLLABORATION WITH MUGLER, HOSTING THE BRANDS BIGGEST FASHION PARTY IN BERLIN
Last night on May 3, 2023, at the Wilhelm Studios in Berlin, H&M celebrated the forthcoming launch of the highly anticipated collaboration with iconic fashion house Mugler. H&M hosted its biggest launch party in Europe, an energetic evening where music and fashion collided, and friends of the brand came together to celebrate. Headliner, rapper Tommy Cash, brought high-energy on the stage, making sure everybody danced nonstop.
The event was set up to be an unforgettable experience, featuring a variety of curated spaces and live DJ sets by VTSS, Toccororo and Chippy Nonstop. Performer and producer Zebra Katz completed the flamboyant line-up, bringing together sound, style, live performances, club culture and dance. A true nod to the theatricality and flamboyance that has been a signature of the house from its inception under Thierry Mugler through to its current incarnation under the direction of Casey Cadwallader.
Attendees of the party varied from Berlin’s industry insiders and key opinion leaders to international press and influencers such as, Lena Gercke, Ruby O Fee, Envy Peru, Jean Paul Paula and Karin Teigl. Who all wore pieces from the Mugler H&M collection.
The collection was presented in separate areas; guests were guided through a bright space, where mannequins, fixed on ice blocks, were presented within a sheer installation, creating a sensory space that evoked curiosity of the guests. The party crowd then were guided through a dark space, highlighted by immersive installations designed by contemporary light artist Nick Verstand, where they could interact with the collection and themselves.
With over 900 guests in attendance, the event encapsulated the sense of diversity and inclusivity that is central to Mugler and that underpins the democratic ethos of the H&M designer collaborations.