Matthew Williamson at H&M

Today’s the day: Matthew Williamson’s collection for H&M launches in stores. The ads, like this one from W, are tantalizing – displaying the same kind of boho chic that had us pressing our noses against the window at Kirna Zabete, one of the first New York retailers to carry his collection. (Check out his designer collection online at Net-a-Porter.)

There’s also a cool video of him on the H&M site discussing his aesthetic. Though Williamson has been kicking around for a while now, hopefully his diffusion line won’t inspire the same mania as Karl Lagerfeld’s, so we’ll be able to get some pieces before they sell out. (Tellingly, H&M’s video is titled “Who Is Matthew Williamson.”)

There are a lot of stand-out pieces here, so it will be hard to decide. Take this killer Matthew Williamson for H&M dress ($249) paired with a studded leather belt ($49.90).

The print is just as cool as anything you’d find in his designer collection, and the studded leather belt is very right now. So you’ve got the party dress nailed, but this silk jumpsuit ($249) could easily be a spring-to-summer staple. (You can zoom in on the images on the H&M site.)

There are two excellent jackets, one a cropped biker jacket in muddy brown leather ($249):

The other a metallic blue cropped jacket, perfect for a cool spring night. And this one is only $129!

The $249 price tag on many of the nicest pieces seems fair – the craftmanship alone should land this collection in the contemporary zone, and materials like silk and leather make it worthwhile.

It will be interesting to see what the clothes look and feel like in store – or better yet, on.