H&M got Sonia Rykiel on board by previously copying her designs

Have you ever wondered how highstreet stores get top designers on-board? Well, if rumours are to believed then perhaps it’s by copying their designs in the first place.

In an interview with Nylon Magazine Nathalie Rykiel, creative director at Sonia Rykiel, said she’d seen some very similar clothes to the brand’s designs in H&M, and said this was one of the main reasons she decided to team up with the Swedish chain store.

Are you asking if H&M has used my designs?,” she asked Nylon magazine in an interview. “Well, yes, of course! They copy me all the time! Finally I said, ‘Look, if you want your girls to wear Sonia Rykiel from H&M, let’s let them have the real thing!’”

And the result? Well we’re sure you’ve seen the naughty-but-nice lingerie line for H&M and we’re waiting with baited breath for the next installment of knitwear, which will be hitting H&M in the very near future.