Is Jimmy Choo For H&M Sassy Or Trashy?

A friend of mine asked if I thought Jimmy Choo for H&M, arriving in stores November 14, would have a negative impact on the “luxury” label’s overall brand identity. Was Jimmy Choo trading down too far by offering up leopard-printed sandals to the masses?

Forget about Choo, I said. It’s the fast fashion retailer we should be worrying about. H&M propelled the collaboration craze forward with its 2004 Karl Lagerfeld-designed cheapies. It followed up with a memorable collection from Stella McCartney. (I actually pulled out my blue silk wrap dress from that line just yesterday–still gorgeous.)

Next, it was Viktor & Rolf, Comme des Garçons and Roberto Cavalli. But from there, the partnerships get less impressive. There was Matthew Williamson, who–let’s be honest–is only popular with those living in Ibiza 365 days a year. And now Jimmy Choo, a brand that might be better known for its pseudo-celebrity creative director Tamara Mellon than its shoe designs.

(Former British Voguette Mellon, daughter of the businessman who made Vidal Sassoon a household name, has endured a high-profile marriage/divorce with Mellon Bank-heir Matthew, as well as a relationship/breakup with actor Christian Slater. She’s quite famous in Britain. But if you’re interested in the whole Choo story, you should read this book.)

There will no doubt be long lines at H&Ms across the globe, filled with women–and men–wanting to buy into a piece of that Sex and the City lifestyle, despite its long-past expiration date. Along with shoes, there are also handbags, and for the first time in the Jimmy Choo’s history, clothes for both men and women. And many of the items are made of real leather.

The prices are indeed right. Consider this. A pair of original line’s croc-embossed pumps costs $545 on Nordstrom.com. A studded strap style from Choo for H&M? $99.99.

But to H&M, I say: Don’t just partner with any multi-million dollar brand that will have you. Your customer expects something more along the lines of Prada, Gareth Pugh and Balenciaga. Because let’s face it, you spoiled us with Karl.