Jimmy Choo for H&M controversy

*COMMENT: ...and another thing!*

I've read some ridiculous posts on discussion boards relating to how Jimmy Choo has now ruined its brand name by partnering with H&M for this latest collaboration.

Frankly I think this is ridiculous. Some are outraged that they spend hundreds on his shoes and mad about the fact people are now able to purchase them cheaply (if you can call £70-£100 cheap having just left uni), even if it is just a one-off. Others are saying the brand name has lost valuable equity. Yet others call us 'sheep'/label whores. And the best one, "everyone in town will be wearing the same thing tonight" (more correctly, a handful of people will be wearing certain pieces from the collection).

I doubt either Stella McCartney, Matthew Williamson, or Karl Lagerfeld have had their luxury sales affected by such collaborations with the high street chain.

In fact I think its a very clever strategy which can only benefit both parties. Firstly, H&M stands to benefit from greater brand awareness, positioned as being at the forefront of high-street fashion, and of course, it brings greater numbers of consumers into their stores. It also doesn't hurt that high-profile names such as Hayden Panettiere have publicly coveted H&M (again, of a certain age group), and both Hilton sisters wore outfits from the collection to the LA launch party.

From the Jimmy Choo side, this collaboration represents a short-time publicity drive to increase brand awareness and gain precious column inches. But more importantly, it gives those less wealthy demographics a chance to experience high fashion at an 'affordable' price. The people who bought items from this new range will, on the most part I feel be the ones buying from the high-end luxury ranges in future if and when their earning power should increase. As a recent university graduate with a recent change in view to buying quality items rather than quantity (i.e. I have never jumped on the Primark bandwagon and would rather save for something classic that will last a lot longer), this definitely is the case.

To address the 'sheep' comment, this is the first time I've gone to any H&M collaboration on launch day or in fact, queued for anything fashion. I keep a mixed wardrobe and buy things I know will look good on me (I've seen some horrendous designer pieces around which I wouldn't be caught dead in), and not fall to pieces after a couple of wears. At the same time Jimmy Choo has built a very good all-round reputation and there is nothing wrong with launching a one-off accessible option for 'the masses'. I don't like to take a disposable view to clothes as I think there is enough waste in today's world so for the most part this is a good reason to buying the odd high-end designer item. I also buy from charity shops btw!