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We love everything about the stories of the most recognized brands in the world of fashion, they teach us a lot! There are always so many surprises behind the journey of each brand… Today we are going to talk about Moschino, the brand synonymous with eccentricity and irreverence, some even say that it is synonymous with debauchery, characteristics that are part of the brand's DNA. If you are a woman with personality who also likes this 'underground sophisticated' style, dive into this store.

Moschino signs a partnership with H&M and becomes 'accessible'

It all started in 2004, when H&M signed its first collaboration with a great stylist. Karl Lagerfeld, now creative director of Chanel and Fendi, opened the doors to this new business model and the greats of fashion followed.

This year, it's Italian brand Moschino's turn to sell its affordable pop culture at the Swedish fast-fashion chain. The Moschino products enter the H&M catalog this Thursday (8), and the brand follows the example of brands such as Jimmy Choo, Versace, Stella McCartney and Balmain. During the last 14 years, the Swedish chain has already signed collaborations with 19 brands.

The pieces will be sold in 240 physical and online points of sale and were designed by the creative director of the maison, Jeremy Scott. The models were inspired by Scott's friends and family and, he says, "celebrate the fun, pop, creativity and energy of people."

Associations: Not many stores can Brag mileage lines, crowded websites, and viral social media booms to launch a new collection. But H&M, thanks to collaborations with the world's most famous designers, has seen its pieces come off the shelves in record time.

"We still get a lot of requests for collaborations from H&M, especially with Isabel Marant and Balmain," Fanny Moizant, founder of Vestiaire Collective, told the British "Telegraph" newspaper. "Both collections remained hugely popular for more than a year after launch, given the limited edition and affordable prices of the catwalk-inspired designs," he added.

In 2004, the pieces in the collection with illustrations signed by Lagerfeld cost a maximum of 40 euros and sold out in less than an hour. As early as 2005, a Stella McCartney coat could be found in thrift stores for €370, with the collection in association with H&M starting at €14.90 and reaching a maximum of €150.

Thrift stores took advantage of this wave of collaborations between top designers and fast fashion brands to establish themselves in the market, as finding these rare pieces became a mission for many. The coat worn by Kendall Jenner at the Balmain show with H&M was selling in stores for £400, but 45 minutes later it was listed online on eBay for £3,300.

"Now it's the turn of Moschino, the perfect fashion collaboration with a mix of pop, streetwear and glamour," said Ann-Sofie Johansson, H&M Creative Advisor. (ANSA)