H&M really took the word fast fashion to a new level when they collaborated with Karl Lagerfeld and Stella McCartney a few years back. And the Swedish chain wanted to add Donatella Versace’s name to the list of designer collaboroters, but the peroxide blonde designer turned them down.

She told a crowd at the New York Times’ TimesTalk series: “I respect everyone who does it,” she said. “But the reason I didn’t do it is because I work very hard to put the Versace line in the luxury section. I think to put the Versace line in H&M would confuse the brand.”

Well there’s one designer who knows what her brand stands for and will stick to it… or Versace doesn’t need the cash injection a retail collaboration would bring them.