LANVIN TO DESIGN EXCLUSIVE COLLECTION FOR H&M THIS AUTUMN

LANVIN TO DESIGN EXCLUSIVE COLLECTION FOR H&M THIS AUTUMN

H&M is proud to announce that its next designer collaboration will be with
Lanvin, one of the most influential brands of the 21st century. Designed by
Lanvin's artistic director Alber Elbaz, and menswear designer Lucas
Ossendrijver, the collection will go on sale on November 23 in around 200 H&M
stores worldwide. The collection of both womenswear and menswear will be
revealed to the world on November 2, just three weeks before the clothes hit the
store, making the launch of Lanvin for H&M among the most anticipated fashion
events of the year. 

“H&M approached us to collaborate, and see if we could translate the dream we
created at Lanvin to a wider audience, not just a dress for less. I have said in
the past that I would never do a mass-market collection, but what intrigued me
was the idea of H&M going luxury rather than Lanvin going public. This has been
an exceptional exercise, where two companies at opposite poles can work together
because we share the same philosophy of bringing joy and beauty to men and women
around the world.” Alber Elbaz, artistic director of Lanvin. 

“We are thrilled about Lanvin's collection for H&M, it is such an exciting
moment. Lanvin will bring to H&M a luxurious French tradition that is also
modern and playful. It is very much a Lanvin collection, using their cut and
tailoring, with lots of focus on form and details for both women and men. The
launch in November is going to be full of wonderful surprises.” Margareta van
den Bosch, creative advisor at H&M.

Since joining Lanvin as artistic director in 2001, Alber Elbaz has transformed
the Paris-based label, founded in 1889 by Jeanne Lanvin, into a fashion
powerhouse bursting with ideas and creativity. Alber Elbaz has pioneered there
some of the biggest trends of the past decade - ribbon, bows, pearls, raw edges,
sumptuous colour and metallic embellishment among many others. Alber Elbaz has a
mastery of cut and an instinct for cloth which leaves a very personal signature
on his work, ensuring that all Lanvin clothes are instantly recognizable. Since
the introduction of a new menswear line in 2006, Alber Elbaz has also
transformed the male wardrobe, bringing a relaxed elegance to men's clothing
which is as special as the womenswear.

Lanvin is the latest brand to collaborate with H&M, with previous collections
designed by the likes of Karl Lagerfeld, Stella McCartney, Comme des Garçons and
Sonia Rykiel. In a new twist, the Lanvin for H&M collection will be revealed to
the world through a special film which will be launched on November 2. The film
will be available for all to see online at www.hm.com. Following the film's
debut, it will be just three weeks before customers have the chance to get their
hands on a covetable piece of Lanvin for H&M.

Please visit www.hm.com/pressdesign2010 for press material.

Information about Lanvin: www.lanvin.com

Contact persons H&M:

Kristina Stenvinkel					
Head of Communications				
Telephone: +46 8 796 39 08				
E-mail: stenvinkel@hm.com	
			
Jenni Tapper-Hoël
Head of Media Relations
Telephone: +46 8 796 89 73
E-mail: jenni.tapper-hoel@hm.com 

The information in this press release is that which H & M Hennes & Mauritz AB
(publ) is required to disclose under the Securities Exchange and Clearing
Operations Act and/or the Financial Instruments Trading Act. It was released for
publication at 08:00 (CET) on September 2, 2010.

H & M Hennes & Mauritz AB (H&M) was established in Sweden in 1947 and is
synonymous with affordable as well as up-to-date and high quality fashion. H&M
has a wide product range that is divided into a number of different concepts for
women, men, teenagers and children. The company's clothing collections are
created by its own designers, pattern makers and buyers. H&M has around 76,000
employees and around 2,000 stores in 37 countries. For further information visit
www.hm.com.