21 Apr

Iconic MUGLER H&M

The house of Mugler is a transformational force in the fashion world, loved for its inclusive and boundary-pushing aesthetic. Now, in partnership with H&M, Mugler will be able to share its inspirational and daring style with even more fans.

On the 19th of April 2023 the two brands empowered by the same fashion vision have paired up into a strong partnership which resulted into a fresh, inclusive and wonderful new collection showcased in New York City.

At the Park Avenue Armory in Manhattan, NYC, H&M and Mugler celebrated the forthcoming launch of their much-anticipated collection with a cultural moment encompassing entertainment, music, performance and fashion. The event was attended by numerous members of the Mugler community – including Pamela Anderson, Charli XCX, Chloë Sevigny, Lourdes Leon and Dominique Jackson – who all wore pieces from the Mugler H&M collection.

The event featured a group concert by musicians Shygirl, Amaarae and Eartheater, all of whom star in the Mugler H&M music video and were dressed in exclusive looks from the new collection. Each artist performed a series of their own hits, before uniting to perform a new version of the 90s club classic “Music Sounds Better With You”, a track specially commissioned in celebration of the Mugler H&M collection.

The performances were punctuated by a runway show, alongside dance performances and DJ sets by Bobby Beethoven, Goth Jafar and Asmara at a subsequent after-party. The event was curated as a special hybrid, bringing together sound, style, live performance, club culture and dance, all while nodding to the theatricality and flamboyance that has been a signature of the house from its inception under Thierry Mugler through to its current incarnation under the direction of Casey Cadwallader. With over 800 guests in attendance, the event encapsulated the sense of diversity and inclusivity that is central to Mugler and that underpins the democratic ethos of the H&M designer collaborations.

Amaarae, Shygirl, Eartheater and Arca worked with producer Ashland Mines to create an exclusive campaign anthem — a reimagined version of Stardust’s 1998 hit ‘Music Sounds Better with You’. The star-studded music video, featuring a brilliant cast of icons, artists and friends of the brand, was directed by Torso and styled by Haley Wollens.

“Mugler has always been a house with a lot of cultural soul, and this event was a celebration of our long association with music, dance and performance. It was the ideal celebration of the Mugler H&M collection, and the perfect way to welcome people into our world – an unforgettable night built around freedom, personal expression and liberating, bold fashion.”

– Casey Cadwallader, Creative Director at Mugler

“This event was a true cultural moment – a tribute to Mugler’s long history of welcoming people into a world of transformation and self-expression. When you think of Mugler you think of show-stopping fashion and catwalk theatrics, and this was just that.”

– Ann-Sofie Johansson, Creative advisor at H&M

“It felt amazing to be performing in the Mugler H&M collection. When you think of the history of Mugler you think of so many iconic musical moments and incredible performances, so it’s an honour to be included in Casey’s vision for this special celebration.”

– Shygirl

Casey Cadwallader, who has lead the brand as creative director since 2018, has designed a dramatic and empowering collection that celebrates freedom, self-expression and diversity, featuring a mix of stunning new pieces and signature Mugler looks, including several archive remakes.

Portrait of Ann-Sofie Johansson, creative advisor at H&M and Casey Cadwallader creative director of Mugler.

“We are proud to celebrate the legacy of Manfred Thierry Mugler with this collection,” says Ann-Sofie Johansson, creative advisor at H&M. “We were all honoured to get to know Manfred, and it feels very special that he was involved at the initial stages together with Casey and the house of Mugler. Casey has done such an incredible job at paying homage to history, and to the archive, while making the collection totally contemporary. Under him, Mugler has become one of the most innovative and exciting houses on today’s fashion landscape.”

To the left, Arca wearing a black cut out mini dress, sat in the recording studio. To the right Arca, wearing a full body black lace catsuit from the Mugler H&M collection.

Mugler H&M will give fashion lovers a chance to own a piece of the brand’s legendary history and become a part of its dynamic present.

“I was determined that this collection be true Mugler,” Cadwallader told us. “The details and quality of every piece had to be exactly as we do them, and I wanted to showcase the energy of Mugler, which has always been about clothes that allow for personal liberation. You can be so many different versions of yourself in Mugler.”