This is the first time that Jimmy Choo founder Tamara Mellon has formed a partnership of this kind. H&M is a budget retailer and Jimmy Choo, which typically retails its shoes for around £300, has produced a cut-price line for the chain. Prices will start at £30. The most expensive pair of Jimmy Choo for H&M shoes will be around £170.
In another first for the company, Jimmy Choo will also be designing a range of men and womenswear for the high-street brand.
Tamara Mellon says: "I’m flattered to work with H&M. The collection will increase the brand’s awareness with younger consumers."
The move follows a period of economic uncertainty within the group. Jimmy Choo saw 18 per cent growth in the first nine months of this year but currency fluctuations have put the company at risk. Jimmy Choo purchases in euros and dollars and exchange rates have hit the firm hard.
Alliances of this kind are becoming more and more popular in the fashion industry. Fashion ranges are perishable and it’s very difficult for labels to gauge the popularity of their lines in advance. Jimmy Choo joins the ranks of Karl Lagerfeld, Roberto Cavalli and Stella McCartney and stars like Madonna and Kylie Minogue in designing for H&M.
Mellon says: "We are privileged to be among the fashion greats who have been affiliated with H&M so far, and to be designing a collection appealing to fashion-savvy, street-smart women, and to be including some great pieces for men, too. Jimmy Choo will bring to H&M a sophisticated, fashion-forward, accessible and glamorous collection – the perfect party pieces to buy now and then wear out that night!” The collection will be available in H&M Oxford Street, London, and various flagship branches around the UK from November 14.