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Shopaholics are going to fall for H&M’s autumn collaboration next month with Parisian designer, Isabel Marant, as she showcases her effortless style in around 250 stores around the world and online.
The French fashionista has made headlines in the past by mixing urban wear and bohemian chic appeal with a rock ‘n’ roll edge.
Now, for H&M, she has put together a wardrobe, from clothing to accessories, inspired by her own signature-style for women, teenagers and a first-time collection for men.
She told GulfWeekly: “The essence of my style is a certain carelessness, which is very Parisian. You dress up but do not look like you care too much. I aimed to create something that is very easy to wear but keeps an attitude, which defines my style and contains most of my iconic pieces.
“The collection is based on my very own wardrobe – the IM (Isabel Marant) pieces that I own and wear the most, and am always afraid to lose when I travel, or to destroy from over use.
“I love the collection as a whole and cannot predict what will be most popular. There is tailored outerwear to jewellery, truly something for everybody.”
Ms Marant, born in Paris, started creating her costume jewellery and accessories line two years after graduating from fashion design school, Studio Berçot, in 1987.
She then launched Twen, a line of jersey and knitwear in 1990 and for the spring and summer seasons of 1995 she presented her first fashion show. In 2000, she started Etoile, a more casual and affordable line.
She said: “My first fashion show was very exciting. I started being interested in fashion as a kid, discovering the possibility of using clothing to express myself. That was very personal. So designing a real collection for the real market felt thrilling. I have been growing a lot since then, and am happy I have done everything my own way.”
This is not Ms Marant’s first collaboration with another label, she had previously joined forces with Heritage Paris to create two skateboards.
The Isabel Marant H&M collection will be available in its Bahrain City Centre store from November 14. According to Ms Marant she is flattered to be a part of the collaboration with the Swedish clothing retailer and the invitation was ‘an exciting honour’ for her.
H&M has formed successful collaborations in the past with designer labels such as Versace, Karl Lagerfeld, Stella McCartney, Jimmy Choo and Marni and they usually cause a stampede of interest from shoppers in Bahrain.
Margareta van den Bosch, creative advisor at H&M, said: “We are very happy with this collaboration. Isabel has a fantastic sense of decoration and a cool and easy sense of style.
“Her clothes are easy to wear but keep a certain attitude. We are sure our customers will love what she does. Every collaboration so far has been successful and each one has been different from the other.
“It is this variety that our customers react to. It widens and makes the H&M offer even more special. We have something for everybody, from trendy to sportswear, at an affordable price and good quality. It is not an easy mix to find, all things considered.”
As for what’s next for the retail giant, Ms van den Bosch, was keeping quiet but admitted she was always looking for something new and thrilling for the store’s customers.
H&M has outlets in Bahrain City Centre and Seef Mall and was brought to the kingdom under the umbrella of M.H. Alshaya Co, the retail arm of the Alshaya Group which was founded in Kuwait in 1890.
