Wednesday, July 10, 2013

Why everyone is excited about the Isabel Marant x H&M collection

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Today the blogosphere is abuzz with the release of a H&M twitter photo of French designer Isabel Marant trying on one of her dresses for her collection for chain store H&M. For those of you who just joined us, you may be wondering what the heck is with all this excitement over this new H&M designer collaboration.

The answer is twofold. The first is, of course, anticipation.

Since H&M’s infamous collaborations with Anna Dello Russo and Maison Martin Margiela last year (causing campouts, stampedes, eBay reselling frenzies in the first 5 hours), the blogosphere had been abuzz with anticipation about which designer label would be next (many of us had our bets on Givenchy). The appeal of H&M’s designer collaborations is obvious. Not only are they infinitely affordable at prices starting at £29.99, but the items are strictly limited in number, giving them serious swag value. The announcement of H&M’s collaboration with Isabel Marant would be considered by many (at least those not suffering from designer collaboration fatigue) to be long awaited, as is the release date of 14 November this year.


A collaboration with H&M has traditionally come to mean a pop-culture reinvention of the designer brand. While names like Karl Largerfeld and Lanvin could hardly have been called obscure, their collaborations with H&M have helped them bridge the gap between the catwalk and the street. I for one had never taken a second look at Maison Marton Margiela until I laid eyes on the ‘invisible heel’ ankle boot reissued for its collaboration with H&M.


The second reason to get excited is that this is one collection commentators have dubbed a winner from the get go – some even say it could be the most popular ever. Isabel Marant, which, admittedly, only registered on my fashion radar after the appearance of its cult hidden wedge hi-top sneaker on Miranda Kerr last year, has been quietly gaining momentum in recent years. It’s one of those labels whose name is neither synonymous with luxury, like Chanel, nor a go to for edgy ready-to-wear basics like Alexander Wang. However, Marant has become a staple in the model-off-duty uniform. The focus on comfort, ease and effortless chic appeal makes it perfect for world striders who like to look as good at the airport terminal as front row, without even trying – who doesn’t?


So what could be expected from the Isabel Marant x H&M Collection? The collection is said to include 42 pieces of clothing and 10 accessories, including shoes (yippee!), and will consists of pieces for men, women and children (source: Vogue.com.au). Surely we will be seeing echoes from Marant’s hit A/W’ 2012 collection with feminine western shirts and cowboy boots, and could (fingers crossed and double crossed) that cult wedge hi-top sneaker be making an appearance? Unfortunately the latter has been all but ruled out!


Marant says of the collection:

I aim at creating something real – something women want to wear in their everyday lives – with a certain carefree style. I think this is very Parisian: You dress up, but you don’t pay too much attention to it, and you still look sexy. The collection is infused with this kind of easiness and attitude. Everything can be combined following one’s own instincts, and my take on fashion is all about personality… (source: AnnaDelloRusso.com)

Are you looking forward to this collaboration, and what are your predictions?


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