All about Michelle’s H&M gown

Valentino, Armani Privé, Givenchy... H&M? The high-street retailer scored a red-carpet coup last night when Michelle Williams wore a dress by its designers to the 2012 BAFTA Awards.

The first thing we wondered when we heard the credit went along the lines of, ‘H&M does red-carpet gowns now?’ And then we wanted to know how H&M got Williams, a best actress nominee and star style darling, into its design.

‘H&M approached Michelle Williams’s stylist Kate Young and they showed great interest from the start,’ an H&M representative told us. The H&M team created the gown in collaboration with Williams and Young, sharing sketches and samples as well as conducting fittings before the big event.

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The gown, with its gold-draped bodice and black satin crepe skirt, was one of the most classic designs seen at British film’s biggest night. It also boasted strong eco credentials certain to have appealed to Williams—the bodice was made of organic cotton.

‘We felt that this was a fantastic opportunity and a new and exciting way to show our design,’ H&M’s spokesperson added.

It happened to be a fantastic marketing opportunity to boot. H&M will make a top and skirt inspired by Williams’s outfit available in select stores and online to launch its next Conscious collection, consisting of garments made of sustainable materials, on 12 April.

H&M: now catering to all your wardrobe needs, from Beckham briefs to BAFTA couture...

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