And the fashion world's trend of teaming up with the high street giant is continuing with a collection from French doyenne Sonia Rykiel, who launched her new lingerie range this week with a little help from Lily Cole.
The flame-haired British model was the star of the show at the spectacular unveiling of the Fifties-style designs at the Grand Palais in Paris.
Twenty-one-year-old Lily stripped down to a black bra and matching stockings, as she took to the reins of a giant concrete horse aboard a float during the elaborate show.
Meanwhile, a bevy of beautiful models showcased designs on swings, while others draped themselves over chandeliers and reclined on beds of silk.
Around 2,000 guests, including Kate Bosworth, Eva Herzigova and Jean Paul Gaultier, were invited to the sneak preview of the collection, which will be launched on Saturday December 5 in 1,500 global branches.
It will also be available in Sonia Rykiel boutiques across the world.
"It’s a hallmark of Sonia Rykiel to think of all women because fashion is about a certain spirit more than a question of means. This collaboration fits perfectly with our philosophy," said daughter Nathalie, who works as president and artistic director.
"The Sonia Rykiel pour H&M lingerie collection is the ideal way to offer the essence of Rykiel to a great number of women around the world, and a beautiful way to close the year," she added.