Today, we finally get to tell you about our collaboration with H&M. Yep, that H&M. The one with thousands of stores around the world. The H&M who have launched lines with the likes of Karl Lagerfeld, Alexander Wang, Stella McCartney, Comme des Garçons, Matthew Williamson, Jimmy Choo, Lavin Ederm. and Love Stories. And now, magically, Desmond & Dempsey.
It was early in January 2019 that we got the email, and at first we sort of thought it was spam. It was sent to our ‘hello@’ account, asking if we might be interested in a collaboration. We looked at each other - would one of the giants of global retail really email us like that? Surely not...Our hands a little shaky on the keys, we attempted a casual, cool-headed reply. And agreed not to hold our breath. We didn’t hear back for three months, (email mix ups, different inboxes, you get the gist). And then all of a sudden, an unread message, and the slow turning of the wheels.
At this exact time last year, we were boarding a plane to Sweden to meet the H&M team. They explained that they do one big-name collaboration each year, and have had so much success with it that they’re now trying to use their platforms to introduce the world to younger brands. Their offices were, unsurprisingly, huge. And yet there was an unexpected intimacy to that meeting. We could barely contain our excitement, and didn’t really feel like we had to. From the first email onwards, we’ve been working with the same person. He has been holding our hand every step of the way, introducing us like old friends to every new face we meet.
In that first meeting in Sweden, we agreed that we weren’t going to do pyjamas. Instead, we decided to step back and look at what both teams uniquely brought to the table. H&M makes great shapes for everyone, at accessible prices. We are all about dreamy prints with a story. So like any true collaboration, we each had our role.
Soon after, we were on a flight bound for Australia to attend a best friend’s wedding. 30,000 ft in the air, we decided that for our big global launch we would go back to our roots, and create a series of prints inspired by the places we were born.
Back in London, we were introduced to Emelie and Anna, the designers and product developers that would lead the D&D x H&M collaboration. They came to our funny little Battersea studio, and together we started to put together the first ideas. Though the collection will take us out of the home (where we usually belong), we still wanted the prints to represent all that we value as a brand. We wanted them to be easy, comfortable, thoughtful. H&M creates pieces that people lust after every summer, and together we wanted to create some new ones. Emelie had been with H&M for 7 years, and Anna 14. It’s impossible to put into words the care and dedication they poured into this collection. Strike offs were sent with scribbles, and every little thought and opinion was taken fully into account. And we didn’t just get lucky with design team. Monica, who worked at the centre of the marketing team, had been with H&M for 40 years.
H&M is paving the way when it comes to sustainable global fashion. That’s a big part of why we wanted to work with them in the first place. And so much for fast fashion - this collection took a year to piece together. Like always, we painted and repainted every print by hand, weaving our personal stories in every stitch. We touched, draped and felt-out hundreds of different fabrics, and are proud to be using 100% natural materials, and no synthetics.
Just like the Big Pineapple of the Sunshine Coast that inspired our beloved Howie print, this one features the famous Coff’s Harbour Big Banana - and we love it. There is also, of course, a palm, a nod to the sharks, and a view from The Coolie Surf Club (one of the best spots in the world, in my opinion…). We hope it brings the heat and romance of summer to you, and eventually becomes a staple of your summer wardrobe.
Sadly, we won’t be able to go into stores and see our collection right now. Or goggle at it in windows, or on a big billboard. But we will sit at home and scroll gently through the collection online, pinching ourselves.
We want to thank every single person who made this thing happen, most especially the team from H&Mfor putting every ounce of energy into the collection, introducing us to incredible people, and teaching us more about the kind of company we aspire to be.
Want to see the full collection?It will be available from H&M as ofthe 23rd of April!
x Joel and Molly
Desmond
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