NEWS, VIA

New Insane Fifth Avenue Flagship (H&M + Jeff Koons)

Photo: Courtesy of H&M VIA WWD

 WWD is reporting that the Swedish retailer is collaborating with artist Jeff Koons- he of the balloon dog and the topiary puppy — is going to be redecorating H&M- for both merchandise and a giant store facade.

“The chance to showcase one of my most popular works to a new generation of people was inspiring.”-Koons told the paper.

His famed Balloon Dog sculpture will cover both the entire storefront—with the phrase “Fashion Loves Art,” as seen above—and a limited-edition handbag that’ll run for $49.95, and turn it into a mini Koons exhibit in advance of his retrospective at the Whitney.

2014_06_HMJeffKoons.jpg

VIA WWD

Though art and fashion have been overlapping for years—Louis Vuitton’s collaboration with Yayoi Kusama is just one recent example—this is H&M’s first direct partnership with an artist.

The company has in the works for this year—an even bigger store in Herald Square, a collaboration with Alexander Wang, plus there are the openings of COS and & Other Stories, which will hopefully both open by the end of the year.

H&M Calls on Jeff Koons [WWD]

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