According to Page Six and its sources, H&M would not call its Masion Martin Margiela diffusion line a success. The precise word used to describe how the collection was selling: "Tanking." An H&M designer collaboration not selling well? It's like a cat picture not being cute.
Sources (for the record, these sources could be anyone from a disgruntled intern to a backstabby employee competing against the MMM project director for a promotion to a sad, stressed executive too tipsy to stop talking when a reporter started asking questions) say the middling sales could be attributed to several factors:
1) High prices. Items cost as much as $399 which, yeah, seems way steep for a mass retailer whose brand is predicated on its low prices.
2) Overly avant-garde designs which consumers couldn't connect to.
3) H&M ordered the collection in a larger volume than it has before, due to colossal demand for its past designer collaborations.
Apparently, the Maison Martin Margiela collection is on sale now at the retailer's stores. Sweet. H&M's loss is our gain.
Image courtesy of H&M