No limits on Sonia Rykiel for H&M!

01 December 2009


Unless you've been living under a fashion-proof rock for the last few months, you'll be well up-to-speed on the wonderful launch that's happening on Saturday. That's right, it's Sonia Rykiel pour H&M lingerie! And while the Jimmy Choo for H&M drop had loads of shopping guidelines to keep the frenzy to a minimum, we can reveal lingerie is a different ball game. A Hennes spokesperson told us;

"The Jimmy Choo launch was different because with accessories and shoes we gave people a specific area to try things on and limited numbers of product they could buy, but because this launch is a line of garments we don't feel this is necessary, so there are no limits on what you can buy or try on." Ok, and to sum up our reaction to this: Yaaaay (after we'd finished singing that 90s eurodance 'No Limit' song, of course). So, come Saturday it'll be pretty much a normal shopping day. with a few more underwear-focused fashionistas obviously. 

As for sizing, the Hennes spokesperson told us the Rykiel collection "is similar to the range availability for H&M's own collections" so pretty much equivalent to the sizes of the regular Hennes lingerie (so perhaps have a sneaky pre-launch try on in-store to scope out your perfect size). Nightwear will be available in sizes XS to L, bras in 34A to 38D, and pants from a size 6 to 14.

The collection drops on Saturday in 1,500 H&M stores worldwide, as well as in Sonia Rykiel stand-alone boutiques, and is set to bring us lots of underwear joy with simple pieces in black and dusky pink with rosette detailing. We especially love the idea of the Hollywood homewear section which contains chiffon kimonos, black velour PJs and a one-sleeve dress that can be worn as evening wear.

We adore what we've seen of the range so far, although we can't help but think the hoo-hah surrounding the whole event is perhaps more on the scale of a royal wedding or something. A massive runway show is taking place today in Paree to showcase the lingerie, with 61 models taking to the catwalk (double the amount usually used for a Sonia Rykiel's ready to wear shows). The Alice in Wonderland-inspired spectacle will feature 2.5m high model rabbits, balloons, floats and a 25-30m replica of the Eiffel Tower, and has been described (in the video below) by the oh-so-Fraanch Nathalie Rykiel as "Christmas before Christmas; crazy before beyond crazy - it's happy, it's exciting, it's Paris, it's feminine." Tres exciting, but it's nice to know the launch on Saturday will be a bit easier, calmer and more down-to-earth. See you there ladies, handbags at the ready!

- Alex Davies


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