Ooh, Snap: Is This Why Designers Do Retail Collaborations?

When a designer does a collaboration with a big retail chain the underlying assumption is often that they’re selling out, or they’re really in need of the extra profits. Maybe, however, it’s more about beating a copycat industry at its own game. In an exclusive interview with Nylon, Nathalie Rykiel implies that the teaming up of the Sonia Rykiel brand and H&M was almost a preventative measure:

Nylon: And before you paired up with H&M, did you notice any similarities between your style and theirs?
NR: Are you asking if H&M has used my designs?
Nylon: Um…?
NR: Well, yes, of course! They copy me all the time! Finally I said, “Look, if you want your girls to wear Sonia Rykiel from H&M, let’s let them have the real thing!”

Pretty smart thinking, huh? [NylonMag.com]