There are a couple of things that we’ve learned about Alexander Wang over the years. First of all, he throws a killer party — his New York Fashion Week after parties are the hottest tickets in town namely because they’re fun, and in the past he’s thrown a frat party, a carnival, a dance party in a gas station and a rave at an abandoned mall in New York City. Next, Wang is great at keeping secrets: He surprised his biggest fans with a free sample sale in New York last July, and he’s known for not divulging the details of his shows (whether it’s an exclusive runway appearance or a one-of-a-kind set) and events until the very last minute.
This is exactly what happened on Saturday night at a venue a few miles away from the Coachella music festival in Indio. Guests had either received an invitation for the H&M Loves Music after party or for an Alexander Wang Coachella party, but upon arrival, the signage at the event revealed that the two brands were partnering up for an collection that will debut in November. “I loved the idea of revealing the announcement by arrival,” Wang said on the red carpet. Just hours before the party was set to begin, Wang posted a teaser on Instagram that got the word spreading like wildfire on both coasts.
Wang’s collection will mark the 10th anniversary of H&M’s designer collaborations, and he is the first American designer to join forces with the Swedish retailer. “I’d like to thank H&M from the bottom of my heart,” Wang said as he took the stage to greet the crowd. “I’m so honored to be doing this this collaboration with you guys, it’s going to be incredible. I know it’s a little early for an announcement, but, you know, whatever.”
DJ Jesse Marco kicked off the celebration at the Indio Performing Arts center, followed by a surprise performance by rapper Iggy Azalea (Wang sang along with every song) and DJ sets by Major Lazer — frontman Diplo was previously a face of T by Alexander Wang — and Just Blaze. Each guest was given a pair of Alexander Wang x H&M branded holographic 3D glasses to enhance the artists’ light shows, making for a dance party that was worthy of Coachella’s infamous Sahara tent. Some of Wang’s famous fans, including Kate Bosworth, Katy Perry, Robert Pattinson and all three of the Haim sisters, watched the action from the wings.
Wang remains tight-lipped on what his line for H&M will entail, but “newness” seems to be the theme. The collection will be for both men and women, and according to Wang and H&M’s Margareta van den Bosch, there is something involved that has never been done before. While we already have our guesses, we have a feeling that this is another one of Wang’s secrets that he’s going to keep close to his chest until Nov. 6.