Jimmy Choo for H&M collection behind the scenes video

The new Jimmy Choo for H&M collection launches on Saturday in 200 stores worldwide, and I have been sent an early release of the behind the scenes video clip of the advertising shoot which took place at The Standard Hotel in New York's Meatpacking District.

The campaign was shot by Terry Richardson, Charlotte Pilcher was styling, with Lisa Butler doing makeup, and hair by Jimmy Paul. The models are Sasha Pivovarova, Edita Vilkeviciute & Anna Maria Jagodzinska.

Not only is it the first time that H&M have collaborated with an accessories brand, it's Jimmy Choo’s first foray into clothing - which looks lovely on Sasha et al on the video above. It remains to be seen what it looks like on us mere mortals.

After all, as all fashion editors know, sometimes it takes a supermodel to make the High Street look good, but at least there's less problem with fit with shoes & bags.

It seems that the public desire to get designer names on inexpensive clothing shows no sign of abating. This must be one of the most buzzed about H&M collaborations since they kicked off with Karl Lagerfeld back in 2004, (Although, as I have pointed out before, some of the collaborations that H&M have produced have been downright tacky - Cavalli, or a little leftfield for mainstream tastes: Comme for H&M springs to mind.)

Let's hope the Jimmy Choo for H&M collection ticks the right boxes this time.