Queues forming at the crack of dawn and sharp-elbowed tussles have been common sights ever since H&M's first limited edition designer collaboration with Karl Lagerfeld in 2004.
No longer the preserve of fashion lovers, interiors fanatics can also capture some champagne style on a lemonade budget after H&M Home jumped on the bandwagon, teaming up with big names such as Diane von Furstenberg, Jonathan Adler and India Mahdavi.
Now, jewellery brand uncommon matters, whose fans include Kylie Jenner, Katie Perry, Viola Davis and Priyanka Chopra, is teaming up with the Swedish high street giant to offer a range of "jewellery for the home".
Founded by trained architect Amélie Riech, the Berlin-based brand is known for its sculptural, carefully crafted pieces.
This ethos has been reimagined in mirrored jewellery boxes and trays, stands, ceramic vases and candle holders in lipstick red, saffron yellow and powder pink, accented with gold and silver metal.
With prices starting from £24.99, the collection is designed to "elevate the home with sculptural objects that have a function much like jewellery in terms of adornment", said Evelina Kravaev-Söderberg, H&M Home's head of design.
"When H&M Home approached me I was immediately excited and inspired by this idea of jewellery for the home," said Riech. "It's the first time I've designed homewares but my jewellery already looks like little objects, so even when they are not in use they work as sculptures too.
"Because we are launching in the festive season I wanted to create this tender story with the interlocking rings that look like they are hugging, they give the idea of togetherness."
The uncommon matters x H&M Home collection launches on December 1 and will be available in the UK in H&M's Regent Street, Westfield, White City, and Manchester stores as well as online.