There was no connection between high-end luxury fashion and normal retail apparel back in the early 2000s. Lagerfeld’s H&M collection set a bold new trend that inspired numerous high fashion designers to collaborate with mainstream retailers. The years that followed this collection’s release shaped the fast fashion industry as we know it today.

The 2004 collaboration included 30 pieces that perfectly blended Lagerfeld's timeless elegance with H&M's modern, edgy vibe, appealing to a diverse audience. If you look around eBay, Depop and Poshmark, you may be able to find a few second hand pieces from the line like women's double-breasted pea coat.

Photography: Poshmark/wonderstar

Unsurprisingly, the collection sold out instantly. It was successful on a level H&M had never seen, but its release didn’t come without controversy. Lagerfeld wasn’t a fan of H&M’s decision to make the line so limited and he told Vogue magazine that it dissuaded him from wanting to do it again.

H&M’s announcement of the collaboration generated an unprecedented buzz. In true Lagerfeld form, the announcement was accompanied by some very creative marketing. That included a two-minute, black and white TV spot that depicts various well-dressed people making thinly veiled comments about the gravity of a fashion collection like this.

Photography: Resee.com

Years later, the impact of Lagerfeld's venture with H&M is quite evident. Designer and celebrity collaborations exploded in popularity since the 2010s and these types of partnerships are now commonplace among mainstream retail companies. Here's to the daring effort made by H&M and Karl Lagerfeld to change thr retail fashion landscape for the better.