I don't really like the hc concept to be honest. I think it's unfair to show things that you know nobody will buy, just to get the right image of the house. You might say it's "pushing the system". OK, if somebody will buy and wear the wierd clothes. It might inspire some other designers to make similar things but in most of the cases, the "imitations" are poorly designed. It might work if only other designers get the similar energy to creat new things:-) But I still think that if you don't sell the stuffs, you fail.
I like what they said "just come in and smell what you want"
but it's really a thin line between "doing what ever I want for my customers" and "doing what ever i want to get publicity".