ELIE SAAB joins H&M

H&M has named ELIE SAAB as its next designer collaborator. The collection will bring the Beirut-founded couture house’s codes into a mass-market collaboration covering womenswear, menswear, accessories and footwear.

The range is set to include embellished gowns, shimmering separates and tailored pieces, with details such as lace, gradient sequins and monograms. The project extends H&M’s long-running collaboration model, in which luxury and designer brands are translated into limited retail collections with broad consumer reach.

The collection launches in selected stores and online on 22 October 2026. For the fashion and retail market, the partnership is a further example of how high-fashion brand equity, scarcity and cross-price-segment collaboration are used to create traffic and global media visibility.