Shot in London on Sept. 2 by photographer Solve Sundsbo and styled by Camille Bidault Waddington, the ads star models Anne Vyalitsyna, a newly brunette Lara Stone and Rykiel-channeling fiery redhead Caroline Trentini.
The first theme is pure vintage (as we predicted), featuring high-waisted briefs (which ruled the Spring 2010 runways), garter belts and full bodysuits with structured cups -- all in pale pink.
Meanwhile, the second ad sticks to a black-and-pink palette with black bras and sheer tap pants accented with pale pink rosettes, along with velvet pajama pants.
"We loved the joyful chic of Sonia Rykiel's 40th anniversary runway show," said H&M creative advisor Margareta van den Bosch in a statement.
"And in that spirit this collection is all about reveling in great lingerie for its own sake. This is a totally modern, new kind of lingerie look, and when we started to work together with Rykiel on it, we just couldn't stop."
The president and artistic director of Sonia Rykiel, Nathalie Rykiel followed up with more positive words about the fast fashion partnership:
"This collaboration fits perfectly with our philosophy," she said. "The Sonia Rykiel for H&M lingerie collection is the ideal way to offer the essence of Rykiel to a great number of women around the world, and a beautiful way to close the year."
The seductive lingerie line will hit 1,500 select H&M shops and Rykiel's own high-end boutiques on December 5th, while the knitwear will be delivered to 250 H&M stores after the holidays on February 10.
For more high-fashion meets mass retailer, check out who's coming to a store near you.