Karl was the first to jump...

H&M really gets them all. It's unbelievable that the mass market brand of the older days with a low image got them all: Karl, Stella, Madonna, Roberto. That changed the brand and its image completely. H&M started the most famous series of cooperations between a low-class brand and a high-class designer in november 2004, when they first got Karl Lagerfeld into their boat.