Brooke Hogan: Versace for H&M

Donatella Versace in a Versace for H&M dress
yesterday after the Versace Spring 2012
Menswear Show

In the latest of a long line of chain store/designer collaborations, yesterday it was announced that Versace would be designing an autumn collection for Swedish retail giant H&M which will go on sale in 300 H&M stores world wide and online on 17 November. Versace will also design a pre-spring collection due to be released on 19 January 2012, available in all countries with H&M online sales. H&M, the world's second-biggest clothing retailer has had successful collaborations in the past with Karl Lagerfeld, Stella McCartney, Comme des Garcons, Jimmy Choo and Lanvin.

H&M has been collaborating with designers since 2004, but this collaboration with Versace, one of the world's most famous fashion houses, is one of the fashion retailer's biggest coups.

The collection for men and women, to be designed by creative director Donatella Versace, promises to be true to the vibrant history of the brand, "full of leather, print, colour and exuberance in exclusive materials." The womenswear collection will focus on "dresses in materials such as studded leather, silk and colourful prints, with accessories including high heels and costume jewellery. The men's collection will focus on sharp tailoring as well as belts and jewellery for men." In a first for H&M designer collaborations, the Versace collection will also feature several homewear pieces.

Lady Gaga in vintage Versace

Versace is enjoying somewhat of a revival with the highest earning musician of the last year, Lady Gaga promising to wear only Versace for the next two months. It is unclear whether Lady Gaga loves the label and wants to wear it, or whether this is a mutually beneficial business decision for Versace and Lady Gaga.

Lady Gaga isn't one to tie herself to one brand, forging fashion relationships in the past with the Thierry Mugler and the late Alexander McQueen. Is her relationship with Versace merely another way for her to gain publicity and credibility in the fashion world? Whatever the reason, I'm sure Versace won't be complaining.

Check out Donatella working on the collection: