Michelle Obama in one of the designer's more famous pieces

After years of watching H&M create a publicity feeding frenzy with their guest designers, other big box retailers have slowly entered the designer collaboration market. Macy’s snagged Karl Lagerfeld and Giambattista Valli, while Kohl’s went the celebrity route and got Lauren Conrad and Jennifer Lopez to pretend design collections. Now, they’ve signed a real fashion gem: minimalist house (and Michelle Obama favorite), Narciso Rodriguez.

WWD doesn’t say much besides the fact that it will be “a limited-run capsule collection for the retailer, which is expected to serve as the kickoff for a series of such collaborations at Kohl’s this fall.”

Which is the bigger surprise: Maison Martin Margiela for H&M or Narciso for Kohl’s?