Russian Translation

It isn't so long ago that couture was solely the domain of the super-rich. Catwalk shoes and new collections were only of interest to moneyed potential customers and fashion editors of the world's glossy style bibles. High street and haute couture moved in very different circles, with the catwalk's influence taking a considerable amount of time to trickle down into your average shopper's favourite stores. Now, trends move at a much more frenzied pace, and front row at fashion week is no longer the territory of the uber-chic. Everyone's a dedicated follower of fashion.

The advent of stores offering more affordable fashion with a quick turnaround from runway to retail has opened up a whole new world for clothing fans, and now everyone finds it easy to stay ahead of the trends. breitling superocean There is, of course, still a market for luxe designer goods, and the certain cachet that comes with owning a designer label could never be replaced.

It used to be that those with less than stellar incomes could find their entry point into designer gear through fragrance: the likes of Chanel and Calvin Klein made a business out of selling scents to those may not have the money to buy their clothing collections. Now, however, it seems that designers want to find another way to get their brand into the public consciousness - and high street stores want some of the luxe feeling to rub off on them. This has led to some very unusual partnerships, bringing designer prestige to the eager shopping bags of the masses.

Clothing giants H&M have been a major player when it comes to designer collaborations. Fashion titans like Stella McCartney, Jimmy Choo and Versace have created collections for them, to huge demand. It wasn't uncommon to see queues round the block on the launch days of the collaborative clothing lines, with many pieces selling out online before the first cash register had rung instore.

Other fashion retailers have also been getting in on the act and using big names to bring people through the doors. High street staple Debenhams has long associations with John Rocha and Jasper Conran, while Great British institution John Lewis recently teamed up with Clements Ribeiro for a range of ladieswear.

One of the most celebrated, and successful, collaborations was German designer Jil Sander's series of capsule collections for Uniqlo. In the US, iconic design house Missoni shocked the fashion world when it jumped into bed with very affordable retailer Target for a range of clothing and homeware.

It seems now that the days of scrimping and saving for that one-off designer piece may be behind us, as all fashion-conscious designer fans looking to buy into a luxe brand is head down to the high street - almost everybody's favourite store is hooking up with a designer!

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