Iris Apfel x H&M: the collection is sold-out already

The collection of H&M in collaboration with Iris Apfel released on 31 March 2022 is already sold-out.

This is another success achieved by the designer who turned 100 last August. Her age never stopped her creativity and her being not only in line with the times but even cutting the edge.

A fashion icon, with her never tacky extravagance, Iris was also an interior designer, decorating, along with her husband Carl Apfel, the White House during the presidency of Truman, Eisenhower, Kennedy, Johnson, Nixon, Ford, Carter, Reagan and Clinton.

Inspired by the statement of the architect Robert Venturi, Apfel opposes to the famous motto of one of the pioneers of the modern movement, Mies Van der Rohe: “Less is more”. According to Iris: “More is more and less is a bore“.

With the collection created for H&M, in fact, she has once again given vent to her eccentricity by creating bright coloured coordinates that alternate with floral jacquard suits and caftans inspired dresses, mixing textures and contrasting prints without taking away class to the final result. «For me, mixing is fundamental», she said. «There is something for everyone in this collection».

The goal was to create something unique and accessible to anyone, the collection was created for those people who «want to look a little different».

Despite the eccentric prints, the frog-shaped accessories, the flowers and the fringes, the capsule went sold-out in a few hours, reaching the desired result. The garments achieved this success precisely because they are unique but in a discreet way: «I think that what is really important is the look as a whole, because sometimes people wear too many wonderful things all together, and it does not work. What matters is the way they are matched» said Apfel.