Last week, sporty wunderkind designer Alexander Wang announced his upcoming collaboration with Swedish fast-fashion giant H&M.
Set to debut in November, it is H&M's first design collaboration with an American designer.
Other luxury brands that have worked with H&M include Stella McCartney, Sonia Rykiel, Maison Martin Margiela and Isabel Marant.
Ten years on since H&M first spearheaded high-low design collaborations with a collection with Karl Lagerfeld in 2004, how have they fared? Urban highlights the clear hits and misses over the years.
What: Chanel creative director Karl Lagerfeld, who is known to enjoy breaking new fashion ground, designed a line for the Swedish fast-fashion giant in 2004. It included jackets, tops, jeans and more, with popular items like a T-shirt emblazoned with a silhouette of Lagerfeld's face.
Why: Simply put - Karl Lagerfeld led the way. The high-fashion designer's choice to work with the fast-fashion brand led to a collection that flew off shelves and ushered in a new era for H&M.
Designer collaborations became a popular concept that is
still going strong today, drumming up excitement for the brand and giving shoppers a chance to get their hands on high-fashion design but at fast-fashion prices.
Interestingly, Lagerfeld himself expressed dissatisfaction that the pieces were created in larger sizes and that not enough were produced.
What: Designer Alber Elbaz of Lanvin designed a collection for H&M in 2010 for eager shoppers. Full of party-perfect cocktail dresses with whimsical ruffle and tulle details, the collection included elegant touches like bejewelled necklines and grosgrain ribbon.
Why: The designer collaboration was a hit because it was wearable and characterised by classic Lanvin touches.
From illustrated T-shirts to flattering fit and flare silhouettes, the items in the collection were far from intimidating for the everyday shopper.
The ribbons, draping and other feminine touches also translated the Lanvin look well, at a fraction of their usual cost.
What: In 2012, Marni designer Consuelo Castiglioni created a collection for H&M full of her signature quirky touches such as tribal prints, dots and sophisticated colour-blocking.
The print campaign and accompanying video were shot by director Sofia Coppola.
Why: The collection featured plenty of matching printed tops and bottoms, which were versatile in that you could combine them for a statement look or mix and match for a more subtle take on things.
The signature ladylike and slightly oversized silhouette was easy to carry off, and accessories like the bold necklaces - a typical Marni statement piece - in the collection were a hit.