Whilst there are rumours flying around about H&M to open in Australia, the company has hinted about its next designer collaboration with an ambiguous video on its Facebook page. In the video, an obscured man talks about women feeling comfortable in their own skin. The company then invited people to guess his identity. Most guessed Jean Paul-Gaultier but a sharp-eyed Michael McQueen said he knew it was Bottega Veneta designer Thomas Maier because he could recognise the hands.

Sorry, what? Bizarrely, it turns out he was correct although it also helped that the mystery man was wearing Bottega Veneta signature woven leather shoes.

HOWEVER if that wasn’t exciting enough, a mystery lady then appeared and is yet to be revealed. Some have suggested Carolina Herrera or Vivienne Westwood but the name won’t be announced until 9th September.

Having been in London for the Matthew Williamson, Sonia Rykiel and Karl Lagerfeld launches, I can vouch that customers go crazy for these fashion hook-ups, desperate to get a designer label for less. This clever marketing strategy is also bound to help with hype for the collaboration.

Laura x

* UPDATE: H&M has confirmed its new designer collaboration will be with Lanvin’s Alber Elbaz.

According to Margareta van den Bosch, creative advisor at H&M, the capsule collection will lend a “luxurious French tradition” to the fast-fashion retailer.

“It is very much a Lanvin collection, using their cut and tailoring, with lots of focus on form and details for both women and men. The launch in November is going to be full of wonderful surprises,” she added.