original article published in The Daily Telegraph.
Isabel Marant is the latest high-end designer to collaborate with high street giant H&M – and it’s set to sell out in a store near you this November.
Sharpen those elbows, H&M have just announced yet another stellar designer collaboration. This time it’s French designer Isabel Marant who will be responsible for all-night queues and shop floor rage come November 14.
“I am flattered by this collaboration: H&M works with the best designers and this invitation is an exciting honour,” said Marant. “I am creating something real, that women want to wear in their everyday lives, with a certain carelessness, which I think is very Parisian: you dress up, but do not pay too much attention and still look sexy. The collection is infused with this kind of easiness and attitude. Everything can be mixed following one’s own instincts: my take on fashion is all about personality.”
The collection of must-have clothing and accessories inspired by Marant’s signature laid-back Parisian style will be available in 250 stores worldwide as well as online – and there will be menswear too, which will mark Marant’s first foray into catering for men.
Marant founded her eponymous label in 1994 and quickly became a favourite with Paris’s fashion editors. She found worldwide fame in the late 2000s when her nonchalantly sexy aesthetic won over the likes of Kate Moss, Kate Bosworth and Miranda Kerr. Though her clothing remains popular season after season, she’s perhaps best known for her two global footwear hits, the sell-out hidden-wedge hi-top trainers , and her ‘Dicker’ suede ankle boots with a cowboy feel, both of which spawned million of lookalikes by both high street and high-end brands.
“We are excited to have Isabel Marant as a guest designer at H&M. The way she mixes different elements in her collections, creating a style that is effortless and urban, makes her very contemporary,” said Margareta van den Bosch, creative advisor at H&M. “She has a fantastic eye for ethnic detail and the rare ability to create something that people really want to wear. We are sure the H&M customers will be enthusiastic about this collection.”
Let’s just hope it doesn’t sell out before we can get our hands on it…