French Fashion Infusion
Fast fashion chain H&M recently announced a partnership with hip French designer Isabel Marant, who mixes boho elegance with a rock-and-roll spirit. Marant will create a collection of clothing and accessories for women and teenagers as well as her first-ever men’s and children’s clothing lines for the retailer this fall.
“I aim at creating something real — something women want to wear in their everyday lives — with a certain carefree style,” Marant said in a statement.
“I think this is very Parisian: You dress up but don’t pay too much attention to it, and you still look sexy. The collection is infused with this kind of easiness and attitude.”
Paris-born Marant started customizing her own clothes while still in high school. A graduate of the famed Studio Berçot, she launched her collection in 1994 and has since earned a wide following.
Last year, Marant’s Willow sneakers were a huge hit, and her spring/summer 2013 collection — inspired by Elvis Presley in Hawaii and Las Vegas with a bit of Jane Birkin and Brigitte Bardot in St. Tropez — earned raves.
“She has a fantastic eye for ethnic detail and the rare ability to create something that people really want to wear,” said Margareta van den Bosch, creative advisor at H&M.
Though the typical Isabel Marant label is pricey, her designs will sell for reasonable H&M prices. The collection will launch in 250 H&M stores and online November 14.