First of all it was Karl Largerfeld, next up it was Stella McCartney and now it’s Viktor and Rolf. The Dutch design duo are the latest to collaborate with mass market store H&M.

High Street and high fashion are at extremely different ends of the fashion spectrum. You can buy a dress at H&M for £14.99, but a Viktor and Rolf dress will set you back well over £800.Designing for High Street and for their own collection makes them incredibly versatile and could gain them major popularity.

Viktor and Rolf have a huge fashion following and are well respected, so I wonder what fans of their work will think. Some might say that buyers at H&M have no idea how Viktor and Rolf design and possibly of who they even are.

However, why would they? Does the average consumer study fashion and know how every designer designs? I don’t think so. But with the integrating of High Street and high fashion, people will appreciate it for what it is and the quality rather than the name.

The duo’s collection ranges from jeans to wedding dresses and even Viktor and Rolf tights, for only £9.99. The limited collection is being sold in 14 H&M stores in the UK.