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Versace for H&M

Mixing high end fashion with high street prices, the Versace range for H&M has sent ripples of excitement throughout the fashion world. The collection, which will be available for purchase online and in store from 17 November 2011, has been praised heavily by fashion critics and fashionistas everywhere. So what's it all about?

H&M, the world's second biggest clothing retailer, is launching a range of clothing designed by Donatella Versace. The collection, simply called Versace for H&M, includes pieces that are characteristically Versace, including bustiers, dresses, jackets, underwear and trousers with pretty floral designs and animal prints.

With prices ranging between £11.50 and £185, this collection is affordable for H&M's primary target market - 20 somethings.

Donatella Versace said: "Young people like to dress up and look cool. I know this customer. I know what they want. They follow music, fashion. For the new generation, it's all pop culture."

The New York launch took place in early November, and attracted a number of celebrities, including Blake Lively, Uma Thurman, Nicki Minaj, Jessica Alba and Prince.

Minaj gushed: "I said in an interview recently I remember Biggie Smalls rap about Versace and wanting to know what that was. So I told Donatella today, you don't understand how many little girls are jumping for joy now that you're introducing a more affordable line. So I'm just happy to be here."

H&M have had a relatively long history of launching designer and celebrity ranges, including the famous wool coats by Chanel creative director Karl Lagerfeld.

According to Donatella Versace, the H&M collection is a good move in a struggling economy.

"It was done totally wrong the last time the economy failed," she said. "Everyone said, 'Let's do safe clothes of a good quality that people will invest in and wear year after year.' That couldn't be more wrong. The companies that survived the most were the ones that were recognisable, that stuck to their DNA, and our DNA is glamour."

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