Famed london-based shoe and handbag designer Jimmy Choo, whose Crocodile Ramona Bag sells for $14,000, is now collaborating with fast fashion retailer H&M, whose product mix makes it difficult to assemble an entire outfit for over $100.

Jimmy Choo for H&M

Fast Fashion seems to be getting a face lift recently, as couture designers continue stepping in to design for the $0.99 cent stores.  With the economy in a Kansas twister, the trend towards “fast fashion” that’s been growing over the past few years has reached an all time high.  Not only has that meant our malls filling up with the likes of Forever 21, H&M, Heritage 1981, Zara, etc… but the customers strong response to the value pricing at these retailers has made top couture and fashion designers snap to attention.  These discount manufacturers/retailers came on the scene as a copycat operation, taking successful stylings from top boutique brands and knocking them off in droves.  Now, the same fashionisto designers who once complained about the imitation are signing up to collaborate and mass produce their new creations.  H&M has already done successful co-branding projects with Karl Lagerfeld, Roberto Cavalli, Viktor & Rolf, and Matthew Williamson.

Love it or hate it, I think this movement toward guest designers for value brands and retailers is here to stay, at least for awhile.