Luxury at H&M Prices: Elie Saab Brings Couture Codes to the Mass Market

Lebanese fashion house Elie Saab is taking another step beyond the world of haute couture. Through its new collaboration with H&M, the brand is bringing its signature couture codes to a more accessible segment, offering a wider audience the elements that have made Saab a favorite among fashion lovers: lavish embellishment, glamorous evening silhouettes and impeccable tailoring, according to Forbes.

The ELIE SAAB H&M collection will feature womenswear and menswear, along with accessories and footwear. Key pieces include embellished evening gowns, shimmering tops and other statement wardrobe staples, complemented by sharply tailored suits and pieces inspired by classic tailoring.

Delicate lace, gradient sequins and Elie Saab’s signature monograms will also feature throughout the collection, adding the distinctive sense of luxury and theatrical glamour associated with the Lebanese designer.

Ann-Sofie Johansson, H&M’s creative advisor and head of womenswear design, described Saab’s journey from a bridalwear designer in Beirut to one of the leading figures on the Paris fashion scene as an “incredible and rich story.”

According to Johansson, fans of the brand can expect a collection that is “magical, richly embellished and glamorous.”

Elie Saab himself emphasized that the new line was created for everyone who admires the aesthetic of his fashion house.

“This collection is created for everyone who loves the world of Elie Saab, and I hope it will be received with the same enthusiasm with which it was created,” the designer said.

Saab also noted that the project was a genuine collaborative process with the H&M team. Every piece, he said, was developed with particular attention to detail, while the collection itself was conceived as a complete wardrobe designed to accompany women across a variety of occasions.

H&M has yet to reveal either the prices or the exact number of pieces in the collection. What is known is that the line will be available at selected H&M stores and online in October 2026.