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07 November 2019 10:42

Primark Birmingham Giambattista Valli

H&M's annual designer collaborations has become a fixture on the fashion calendar, Past collections have seen labels including Balmain, Isabel Marant, Erdem and Versace create affordable ranges for the high street giant. Today sees the launch of the latest collection, this time with Italian couturier Giambattista Valli who has is bringing his signature tulle confections and romantic aesthetic to H&M, as modelled here by Kendall Jenner. "H&M came to me and it was the last thing I was expecting because we are so opposite," Valli told The Telegraph in an exclusive interview. It was an "opportunity to do something unexpected" in bringing his haute sensibility to the mass market. "I saw it as a challenge and I wanted to be honest.

Of course, the techniques and fabrics have been extremely simplified to reach [the H&M] price point. But my idea was for you to look at a dress and think it is just as good, it just has different ingredients. Very good pizza is not worse than very good caviar, you know?" Shop the full collection this morning at select stores and online. Meanwhile, click through the gallery to see every piece from H&M x Giambattista Valli... ES Lifestyle newsletter The latest lifestyle, fashion and travel trends Enter your email address Continue Please enter an email address Email address is invalid Fill out this field Email address is invalid You already have an account.

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Please log in Register with your social account or click here to log in I would like to receive trends and interviews from fashion, lifestyle to travel every week, by email Update newsletter preferences Hundreds of fashion fans queued from dawn to get their hands on pieces from H&M's latest designer collaboration with Giambattista Valli. Londoners braved miserable conditions this morning outside the H&M flagship on Regent Street to buy highstreet items created by the Italian fashion designer for a fraction of the price. The campaign was announced in May, with Kendall Jenner wearing one of the designs - an oversized red tulle gown costing £299.99 in store - to the Cannes Film Festival. Rather than spending thousands, fashionistas can pick up pieces such as a faux fur jacket for £199.99, a pair of leather trousers for £149.99, or a branded t-shirt for just £24.99. There are also a number of dresses, including a £249.99 black ball dress, a short white lace dress for £229.99 and a floral one-shoulder design for £69.99. Stella Strickland, 56 and her daughter Georgia, 22, arrived in central London to join the queue about 6am. Ms Stickland said: "I've come to be with my daughter so we could get into the first group. I've done a few of these before and they're totally worth the effort. You're getting a diffusion line from a great designer and it's still a great design." Meanwhile, Jenni Streetley, 35, a HR consultant, took the day off to get in line. She said: "I queued since about 6.45 his morning but there were people at the front here sat on deck chairs and stuff so I imagine they'd been here a while. I think the clothes just look beautiful and it's a really great opportunity to get something from a couture designer for a great price. I'm just buying for me, all me." Mary Huckingham, 43, who works in sales, said: "We got here around 5.30am. I do it every year - it's almost like a tradition now. I got 12 pieces, they are a mix of presents and for me." Charlotte Wilkinson, 27, a student at UCL, said: "I got here at 5am, some people had got here at 2am or 3am. At one point my hands felt like they were going to freeze off, it was very very cold. I've done this because my mother really wanted the collection. Parents do so much for you, it's just nice to just be able to do something to repay them." The collection is being stocked in three London stores - Oxford Circus, Regent Street and Westfield Stratford - or online. H&M has previously collaborated with designers such as Erdem, Balmain and Versace. Giambattista Valli was born in Rome, Italy, but studied a foundation course in illustration at Central Saint Martins. He launched his eponymous brand in 2005, showing his first ready-to-wear collection in Paris that year. He branched in to Couture six years later. Stars including Sarah Jessica Parker, Reese Witherspoon, Naomi Campbell and Doutzen Kroes have all worn his designs. Charlize Theron, Jennifer Lopez and Amal Clooney among other high-profile fans of the brand.