By Kenneth Richard | The Impressionist

For the past 10 years H&M has championed the democratization of fashion and lead where many have followed. To celebrate its anniversary the Swedish retailer has published The First Ten Years, a 141 page collector’s edition featuring the designs and imagery from its designer collaborations including Karl LagerfeldStella McCartneyViktor & RolfRoberto CavalliCommes des GarconsMatthew WilliamsonJimmy ChooSonia RykielLanvinVersaceMarniMaison Martin MargielaIsabel Marant and Alexander Wang. 

Book Cover The First Ten Years

It’s fitting that Karl Lagerfled is featured on the cover, as it was his Karl Lagerfeld for H&M collection that kicked off the new wave of brining affordable designer collaborations to the masses.  Featuring ad campaigns, quotes, interviews and some never before seen materials the book will be available on November 6th (coinciding with the launch of H&M’s latest collaboration with Alexander Wang) and will retail for $34.95 with 25% of the cover price going to UNICEF.

We dipped into The Impression Archive to bring you some highlights of H&M ads, including Karl’s 2004 commercial spot, which closes on his memorable quote “it’s all about taste, if you are cheap, nothing helps.”

 H&M designer.001