British Vogue reports that seemingly-immortal fashion designer Giorgio Armani is reluctant to partner up on a line with H&M because doing so communicates a message to the shopper that the product is low-brow and no good. And this, in turn, makes the consumers "feel like schmucks."
Mr. Armani, you see, does not want to make anyone feel like a schmuck.
He does, however, hope to one day to stage a collaboration between IKEA and his Armani Casa home line.
'Cause, of course, that's totally different than slumming it for H&M.
Mi Casa Su Casa [British Vogue]