Maximum Sex Appeal

H&M turns the heat up with their latest collaboration

Sex sells and H&M wants to peddle it too. High Street fashion has not showed this much skin since denim hot pants were slashed to mimic underpants, exposing pocket bags. H&M’s latest pairing with Mugler seems to be targeted at the next batch of attendees of the Grammy Awards and their followers. Expect enthusiastic editorial support to call it hip-hop-stars-approved. Or a collab Emily Ratajkowski will rush out to buy. And every member of the Kardashian family needing to be visible now that neither of them are apparently invited to the up-coming Met Gala. That H&M has chosen the less-is-more aesthetic of present-day Mugler is a reflection of fashion’s obsession with near-nudity, as seen at the recent Academy Awards (and the after-parties) and the quickly-gaining-traction no-bra trend (just look at TikTok). Need to bare, however, seems more like an American infatuation and movement. H&M X Mugler’s success, if so, may show how nude women really desire to be.

Founder of the house Thierry Mugler died a year ago, but this is no homage to his aesthetical legacy. To be sure, Mr Mugler made sexy clothes—even his skirt suits were sexy—but they were never this ostensibly close to sleaze. As a designer told SOTD, “Mugler was never trashy, so I’m not sure how or why it looks like that now. So off-brand.” The Mugler of today is the imagination of American designer Casey Cadwallader (some French maisons, of late, prefer hiring from across the pond), who joined the brand in 2017. While H&M has said in a press release that the collaboration “encapsulates the very essence of Mugler”, it is the crux of what Mr Cadwallader does for the brand today. He has built much of his output around a bodysuit, but these are not those similar to Donna Karan’s in the ’80s. These love the body so much they cling to it or, thanks to sheer panels or daring cutouts, show it off. Certainly the stuff Cardi B and her rapping sisters adore.

For some reason, the harder we look, the more we saw Balmain, too. It could be the shoulders, the unforgiving silhouette, the constricted leanness. Or, perhaps, LaQuan Smith? It is admirable that H&M is able to produce such clothes at the level they do, given that these are not garments designed in the conventional way—they’re mostly almost like shape wear. How these pieces would appear as a collection on the rack is also not immediately imaginable. These days, clothes do not have to entice from a hanger. The shoppers already know how the desired pieces will fall on or, in this case, cleave to the body. And what is worn must not only crave media attention, they cry out for pedestrian attention too. But will the Swedish brand hit the big time with this collab before one quick-to-reponse Chinese brand, growing larger by the day, beat them to it? Let’s see.

H&M X Mugler will launch on 11 May. Photo: H&M