video transcript

ROUGH CUT (NO REPORTER NARRATION) Japanese Vogue Fashion Director Anna Dello Russo, known for her outlandish and eccentric sense of style, is set to design a range of accessories for Swedish retailer H&M. Russo, dubbed "the Lady Gaga of fashion" for her maximalist fashion choices, is often seen being chased by photographers at global fashion weeks every season. "An idol of the blogosphere whose flamboyant outfits are endlessly documented by style photographer sand broadcasted globally through the web...Unabashedly glamorous, precious and playful, the range is an expression of Dello Russo's taste for ornamentation," H&M said about her in a press release. The collection will feature jewellery, sunglasses, shoes, bags and a trolley. "I am excited by this collaboration: this is the first time H&M involves a Fashion Director in a special project. This is the sign of an important evolution in fashion, and I am both thrilled and humbled to be the one chosen to lead it. I wanted to create precious accessories that are impossible to find. As a stylist I know accessorization is essential: It is the personal touch to any outfit. With these pieces everybody can have fun, turning an ordinary day into a fantastic fashion day", Russo said in a press release. Russo took cameras inside her colourful apartment, where she collects jewellery like many people collect art or furniture. "When H&M called me, they asked me to do something and I said I preferred to do accessories because accessories for me is the focus in my life," she told H&M's camera crew. "As you see in my house, I collect them. Everything precious, everything sparkly. When I was a kid I was always like that in the window," showing what she looked like as she peered through shop windows as a child. "Fashion is my real language. I can tell much more interesting things through clothes than words. This is my real language. This is my alphabet," she added. Russo is the latest guest collaborator with the high street retailer, following in the footsteps of Karl Lagerfeld, Stella McCartney, Matthew Williamson, Jimmy Choo, Lanvin, and Versace. The collection will be available in H&M's global stores and online from October 4.