Victoria's Secret bears the #1 brand recall position in my mind when we speak of lingerie fashion shows. However, Sonia Rykiel for H&M's collaboration gives the lingerie brand a run for its money. Using a different fantastical approach - one that includes a bit of whimsy, Sonia Rykiel mixes in her Parisian chic attitude with H&M's mass appeal in a genius way. H&M invited 200 bloggers to the show for strategic infiltration of media in the blogosphere and the company also streamed the show online. Although Victoria's Secret's show arguably remained in the spotlight, the fashion spectacle was a successful move for H&M to snatch a piece of the pre-holiday season pie while everyone was still thinking about underwear.
Since this topic is a bit 2009, I'm filing it under inspiration (more pictures after the jump). (!)
(fashionbitsandbob)
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