H&M continues its collaboration strategy: allies with Colombian designer Johanna Ortiz

H&M continues to ally with international designers. Now, the company has signed a collaboration with Colombian designer Johanna Ortiz, the first Latin American designer chosen by the Swedish giant for a collaboration.

Ortiz has also been in charge of choosing the models that will be the image of the collection: Gala González, Maria Borges, Tina Kunakey and Jessica Gómes. The complete collection will be available starting March 2020 through all stores and the online channel.

The Swedish fashion retailer has already made other collaborations with well-known designers. Last July, their collaboration with Chinese designer Angel Chen was announced to conquer Asian consumers, the collaboration resulted in a capsule collection that included 45 pieces available at H&M stores in the Asian country.

In recent years, the Swedish company has also partnered with couture fashion brands to address new audiences. The first collaboration in this regard was with Karl Lagerfeld in 2004. After some with designers like Stella McCartney, Roberto Cavalli, Versace or Moschino, among others. The last one was the capsule collection of the Giambattista Valli that was available at the beginning of November.

Johanna Ortiz, born in Cali, is one of the most important Latin American designers of the last year. The namesake brand started selling swimsuits for its friends and now has 73 stores in more than twenty countries and groups such as Bergdorf Goodman, Saks Fifth Avenue, Selfridge, Lane Crawford and Fashion Operandi.