Another day, another seen-it-before high street collaboration, or so I thought. But when I rocked up to the Hed Kandi for Miss Selfridge launch I got a pleasant surprise. There in front of me was a new idea! I kid you not, Miss Selfridge has embraced an original take on the collab theme – hooking up two brands that genuinely have the same audience via an illustrator rather than yet another celebrity-in-inverted-commas. The three-way hook-up, it’s the future I tell you!
Do I sound jaded? I guess I’m just a little bit over the bandwagon-jumping of the ‘Fearne Cotton/Peaches Geldof/insert any other name here designs exclusive collection’ ilk, complete with predictable interview quote of ‘I couldn’t find anything I wanted to wear so I designed my own’. Snore. Instead, we have the creator of Hed Kandi’s iconic club babes (you know the ones, their almond eyes and lithe figures are all over the London Underground) designing a collection with the Miss Selfridge team inspired by the girls on the
record CD covers.