Sonia Rykiel to Design Affordable Panties for H&M

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Sonia Rykiel's spring 2010 40th-anniversary show. Photo: Imaxtree

Oh, hard economic times. The designer collaborations fly at you faster than the product lines by Real Housewives. Which is to say, stores are developing them much more frequently as of late. Sonia Rykiel is the next label to ink a deal to make clothes for H&M. They'll do the chain's first designer diffusion lingerie collection, hitting stores on December 5, in time for holiday shopping (who doesn't ask for Chrismukkah panties?). Not content to let H&M steal all the glory for these affordable underthings, Sonia Rykiel will also make the line available in their boutiques around the world. H&M says they had to have Rykiel after seeing their 40th-anniversary runway show, and promises the line encompasses "a totally modern, new kind of lingerie look." So, see-through lace bras with hearts over the nipples?

Since Sonia has been dubbed the "Queen of Knitwear," the label will also create a spring knitwear collection, along with accessories, to hit stores on February 20. So that's two new collections to add to your calendar. With these diffusion lines launching so fast and furiously, will they lose their cache? Fashion freaks can't line up early twelve times a year to buy this stuff the day it launches. Or maybe in five years H&M will assemble a board of designers that the crappy economy finally forced into freelancing. Think Karl Lagerfeld and Roberto Cavalli would get along?

SONIA RYKIEL HEATS UP THE 2009 HOLIDAY SEASON FOR H&M, AND UNVEILS COLOURFUL KNITS FOR SPRING 2010 [H&M]