Style File: Paris fashion, Swedish style

view gallery VIEW GALLERY

The hotly anticipated collaboration between Isabel Marant and H&M hits the high street this week and it’s worth getting excited about, says Rebecca Gonsalves

In fashion, name-dropping is a serious skill. Early adopters of a brand will sprinkle their wardrobe, and discussions of it, with a particular brand, accented with a hefty dose of smugness, using it as a yardstick by which to measure the nous of their fellow conversationalists. “Oh this? It’s ancient,” they’ll say, proving how long they have been in the know.

Isabel Marant is a prime example of such a designer – a name with which fashion people, and certainly the French, have become familiar since she debuted her eponymous line in 1994, but one that is perhaps not familiar to the less-than-avid fashion fan. But the high-street giant H&M has announced the maestro of modern Parisian style as the latest recruit to its roster of collaborators.

If teaming up with a less-than-mega-watt designer seems like a gamble for H&M, Marant’s trend-setting abilities will ensure queues snake out the door of stores when the collection goes on sale on Thursday. After all, Marant has been endlessly copied by the high street, such as with the trends for wedge-trainers, fringed boots and peasant blouses.

The sell-out success of previous collaborations of this type, by H&M and its competitors Topshop, River Island and Asos.com, indicate that the sense of authenticity, a seal of approval from the designers, is an invaluable marketing tool.

Those who don’t buy into Marant’s boho-meets-rock’n’roll style are sure to find pieces they like in what is one of the most covetable, wearable, collections in the history of H&M collaborations. Mannish wool coats, a louche take on a tuxedo jacket, and plain jersey separates provide the bulk of the collection, with eye-catching highlights courtesy of the zip-strewn coated jeans, fringed boots and fuzzy loop knits. With a huge advertising campaign starring models Alek Wek, Daria Werbowy and Milla Jovovich, there is sure to be plenty of demand. Shoppers: sharpen your elbows.

Suggested Topics
Life and Style
love + sex
Life and Style
Tikka Masala has been overtaken by Jalfrezi as the nation's most popular curry
food + drink
News
people
Voices
A propaganda video shows Isis forces near Tikrit
voicesAdam Walker: The Koran has violent passages, but it also has others that explicitly tells us how to interpret them
Life and Style
ebookNow available in paperback
ebooks
ebookPart of The Independent’s new eBook series The Great Composers
Latest stories from i100
Have you tried new the Independent Digital Edition apps?
Independent Dating
and  

By clicking 'Search' you
are agreeing to our
Terms of Use.

ES Rentals

    iJobs Job Widget
    iJobs Fashion

    Recruitment Genius: Junior IT Support Technician

    £20000 - £25000 per annum: Recruitment Genius: A Junior IT Support Technician ...

    Recruitment Genius: Installation and Service Engineer - Doors / Windows

    £18000 - £30000 per annum: Recruitment Genius: This specialist designer and ma...

    Recruitment Genius: Systems Developer

    £26000 - £30000 per annum: Recruitment Genius: A market leading provider of tu...

    Recruitment Genius: Sales Consultant - OTE £30,000+

    £15000 - £30000 per annum: Recruitment Genius: This is an exciting opportunity...

    Day In a Page

    Syrian conflict is the world's first 'climate change war', say scientists, but it won't be the last one

    Climate change key in Syrian conflict

    And it will trigger more war in future
    How I outwitted the Gestapo

    How I outwitted the Gestapo

    My life as a Jew in wartime Berlin
    The nation's favourite animal revealed

    The nation's favourite animal revealed

    Women like cuddly creatures whilst men like creepy-crawlies
    Is this the way to get young people to vote?

    Getting young people to vote

    From #VOTESELFISH to Bite the Ballot
    Poldark star Heida Reed: 'I don't think a single bodice gets ripped'

    Poldark star Heida Reed

    'I don't think a single bodice gets ripped'
    The difference between America and Israel? There isn’t one

    The difference between America and Israel? There isn’t one

    Netanyahu knows he can get away with anything in America, says Robert Fisk
    Families clubbing together to build their own affordable accommodation

    Do It Yourself approach to securing a new house

    Community land trusts marking a new trend for taking the initiative away from developers
    Head of WWF UK: We didn’t send Cameron to the Arctic to see green ideas freeze

    David Nussbaum: We didn’t send Cameron to the Arctic to see green ideas freeze

    The head of WWF UK remains sanguine despite the Government’s failure to live up to its pledges on the environment
    Author Kazuo Ishiguro on being inspired by shoot-outs and samurai

    Author Kazuo Ishiguro on being inspired by shoot-outs and samurai

    Set in a mythologised 5th-century Britain, ‘The Buried Giant’ is a strange beast
    With money, corruption and drugs, this monk fears Buddhism in Thailand is a ‘poisoned fruit’

    Money, corruption and drugs

    The monk who fears Buddhism in Thailand is a ‘poisoned fruit’
    America's first slavery museum established at Django Unchained plantation - 150 years after slavery outlawed

    150 years after it was outlawed...

    ... America's first slavery museum is established in Louisiana
    Kelly Clarkson: How I snubbed Simon Cowell and become a Grammy-winning superstar

    Kelly Clarkson: How I snubbed Simon Cowell and become a Grammy-winning superstar

    The first 'American Idol' winner on how she manages to remain her own woman – Jane Austen fascination and all
    Tony Oursler on exploring our uneasy relationship with technology with his new show

    You won't believe your eyes

    Tony Oursler's new show explores our uneasy relationship with technology. He's one of a growing number of artists with that preoccupation
    Ian Herbert: Peter Moores must go. He should never have been brought back to fail again

    Moores must go. He should never have been brought back to fail again

    The England coach leaves players to find solutions - which makes you wonder where he adds value, says Ian Herbert
    War with Isis: Fears that the looming battle for Mosul will unleash 'a million refugees'

    The battle for Mosul will unleash 'a million refugees'

    Aid agencies prepare for vast exodus following planned Iraqi offensive against the Isis-held city, reports Patrick Cockburn