Designers
In November 2004, select stores offered an exclusive collection by fashion designer Karl Lagerfeld. The press reported there were large crowds and that the initial inventories in big cities were sold out within an hour.
In November 2006, the company launched a collection by Stella McCartney.
Also in November 2006, the company launched a collection by avant-garde Dutch designers Viktor & Rolf.
H&M launched a collaboration designed by pop star Madonna in March 2007.
In November 2007, several months after collaborating with Madonna, the company launched a collection by Italian designer Roberto Cavalli.
Finnish company Marimekko was chosen as a guest designer in spring 2008.
H&M partnered with Comme des Garçons, a Japanese fashion label, in the fall of 2008. Products in the collection included accessories, a unisex fragrance, and clothing for adults and children.
For spring and summer of 2009, British designer Matthew Williamson created two exclusive ranges for the company – the first being a collection of women's clothes that were released in select stores. For the second collection, Williamson ventured into creating menswear for the first time. It featured swimwear for men and women and was available in all of H&M's stores worldwide.
On 14 November 2009, the company released a limited-edition diffusion collection by Jimmy Choo featuring handbags and shoes for men and women, with prices ranging from £30 to £170. The collection also included clothing designed by Choo, such as garments made of suede and leather, and was available in 200 stores worldwide, including London's Oxford Circus store.
Sonia Rykiel collaborated with the company by designing a ladies knitwear and lingerie range that was released in select company stores on 5 December 2009.
French fashion house Lanvin collaborated with H&M to create a new collection, "Lanvin Hearts H&M," in fall 2010. The collection, designed to make Lanvin clothing more accessible to the average consumer, featured items that were around 100 euros. Usually Lanvin dresses would cost hundreds of euros more.
For Spring and Summer 2011, the company worked with fashion blogger Elin Kling, whose collection was only available at select stores.
H&M announced a collaboration with Versace in June 2011 that was later released on 19 November. Versace also planned a Spring collaboration with the company that would only be available in countries with online sales. Similar to past collaborations, Versace agreed to let H&M use its name for a previously agreed-upon sum, without actually having a role in the design process.
H&M announced a collaboration with Marni in November 2011. The campaign launched a few months later in March 2012 and was led by director Sofia Coppola.
On 4 October 2012, Vogue Japan editor Anna Dello Russo launched an accessories collection with H&M as Paris Fashion Week drew to an end. The collection was stocked in 140 H&M stores worldwide and was also available to purchase online.
On 12 June 2012, H&M confirmed that it would launch a collaboration with avant-garde label Maison Martin Margiela for a fall rollout. The Maison Martin Margiela collection for H&M hit stores a few months later on 15 November 2012.
Isabel Marant was a collaboration designer for fall 2013 and, for the first time in her career, made a few men's pieces to accompany the women's collection. The collection sold out very quickly in cities across the globe and was heavily anchored in sales online.
During the Coachella Valley Music and Arts Festival in California, H&M announced its first collaboration with an American designer. Alexander Wang was the designer chosen and the collection was released to a select 250 stores around the world on 6 November 2014.
Balmain was announced as the next collaboration with H&M through Balmain designer Olivier Rousteing's Instagram page. The collection was released on 5 November 2015. That year's H&M Christmas campaign was made in collaboration with popstar Katy Perry, who also sang the commercial soundtrack "'Every Day Is A Holiday".
In November 2016, H&M released a designer line in collaboration with Kenzo. That year the company released an annual holiday movie directed by Wes Anderson as part of the company's Christmas advertising campaign. Titled "Come Together", the short film starred Adrien Brody as a train conductor who saves Christmas after a blizzard delays the train's arrival and causes the few passengers to miss part of the holiday.
Swedish singer Zara Larsson designed a "playful, young, empowering and little glamorous" collection with H&M in February 2017.
After 20 years, Naomi Campbell came back to collaborate with the company for a global female empowerment commercial spot in fall 2017. She wore clothes that blurred the line between masculine and feminine in the campaign's Tokyo spot-video where she lip-synced "Wham Rap (Enjoy What You Do)" by Wham!.
Designers Jeremy Scott and Moschino collaborated with the brand in April 2018.
With the idea of reviving the spirit of the swinging sixties, H&M collaborated with designer Richard Allan in July 2019.
The Fleur du Soleil collection, part of H&M's collaboration with Lebanese designer Sandra Mansour, was released in August 2020 and marked the first time the company had partnered with an Arab designer.
Irish designer Simone Rocha, daughter of designer John Rocha, was announced as a collaborative partner in March 2021. Rocha's designs launched with an H&M campaign film and images shot by Tyler Mitchell.
