November 4, 2008 – Following in the footsteps of Karl Lagerfeld, Stella McCartney and Viktor & Rolf, Rei Kawakubo has partnered with H&M to design an exclusive line under the Comme des Garçons label for the retail giant.Whether designers lend out their names under licensing agreements or co-brand with retailers, the transaction is nothing but profitable. These deals operate on a simple principal: high turnover + (comparatively) lower margins = $. Unlike their ready-to-wear lines that discriminate against those who can’t afford them, these deals make their aesthetics more accessible and democratic to the discerning masses. In fact, Karl Lagerfeld’s line sold out within the day – now that’s turnover.
