As it has been previously reported, Stella McCartney is going to co-work with Swedish retailer Hennes & Mauritz. The daughter of ex-Beatles singer Sir Paul McCartney will work on H&M's holiday collection, following the footsteps of Karl Lagerfeld for the second time since she replaced the German couturier as the designer of Chloe Fashion House.

"I think the idea's genius, a perfect match," said Karl Lagerfeld as he heard the news. "She’s got a name, a face and a story. I'm sure it will be very different from what I did. It's a new dance. Another point of view. Today she's proved that she has real personality."

The one-time collection, to be labeled Stella McCartney for H&M, is to appear in European and North American stores in November. H&M seems to be satisfied with the collaboration. "Stella's style is a mix between British tailoring and feminine things that is perfect for us,"  Margareta van den Bosch, head of design at H&M,  told WWD. "We are thrilled to bring Stella's world to H&M."

The designer in her turn said that H&M "is one of the most exciting and innovative ways to introduce my clothes to a broader range of women." The collection will consist of 40 pieces of women's wear, including accessories and underwear. The collection is planned to be very feminine and soft.

The McCartney’s collection will be massively advertised, the same way it was done with the Lagerfeld project, which will be an excellent promotion for 35-year-old Stella since her small Gucci Group-owned company with 30$ mln. euros (39$ mln.) in revenue last year cannot afford big ad campaigns.

McCartney is also currently collaborating with Adidas.