Jeff Koons and H&M pair up for fashionable art experience

The world famous contemporary artist is teaming up with fast fashion brand H&M to celebrate its new New York City flagship.

This summer the Whitney Museum of American Art is celebrating the work of Jeff Koons with a major retrospective. Swedish fashion label H&M has signed up as the first ‘fashion retail sponsor’ of the show and will be celebrating the launch of its latest flagship with a collaboration with the American artist.

“The partnership with H&M was really exciting for me and the chance to showcase one of my most popular works to a new generation of people was inspiring. H&M delivers great fashion season after season and it’s nice to see my work at their new store,” said Jeff Koons.

For its official opening on July 17, the 57,000-square-foot (5300 square meter) H&M store at 589 Fifth Avenue will be turned into a museum-like fashion experience. To further fête the collaboration, Koons and H&M have designed a limited edition leather handbag featuring an image of one of the artist’s famous Balloon Dog sculptures. The bags will be available in select stores across the United States from July 17, as well as at the Whitney during the show.

“It is such an honor to have the vision of this prolific and world renowned artist on display and as the storefront façade of the new H&M Fifth Avenue,” added Daniel Kulle, U.S. President for H&M.

“Jeff Koons: A Retrospective” will open June 27 and runs until October 19 this year at the Whitney Museum of American Art. The show will also travel to the Centre Pompidou in Paris and the Guggenheim Museum Bilbao over the 12 months.

Jeff Koons and H&M