H&M has made something very fresh for those who know fashion and just love guessing games. Ahead of the New York fashion week (September 9-16), the global clothing chose a new way of introducing designers, who are going to collaborate with the label within the coming months. H&M launched a great campaign titled «Designer Collaboration 2010» and based on a series of cryptic spots, inviting to guess the disguised, still internationally famous personalities featured in them.

The brand tapped actors to imitate the living icons of the fashion industry in the black-and-white 23-second spots, and the viewers can see only bodes of the ‘designers’ as their faces are obscured. Anyway, die-hard fashionistas will probably find it not that difficult to make their guesses based on the clothes, gestures and style of speaking. All of the videos have been posted to the brand’s YouTube channel this week.

In these videos, fashion fans ‘recognized’ Thomas Maier of Bottega Veneta, Caroline Herrera of Vivienne Tam and Alber Elbaz of Lanvin among others. The right answers will be unveiled on September 9, on the day of the of New York fashion week’s launch. Until that day H&M as well as the designers ‘featured’ in the spots are keeping mute on if the fan’s assumptions are correct.

Update: H&M couldn’t wait any longer and today has officially announced its collaboration with Lanvin. Designed by Lanvin’s artistic director Alber Elbaz, and menswear designer Lucas Ossendrijver, the collection will go on sale on November 23 in around 200 H&M stores worldwide. Please visit www.hm.com/pressdesign2010 for more information.