After the success of its past collaborations, like Versace and Maison Martin Margiela, it has come to a point that we get a little turned on when H&M announces something new and we are always on the look out for the amazing collaborations the Swedish brand brings. If the Isabel Marant pour H&M collection launch party is any indication of how good it will be, we’d say this collection might be its best yet.
Attended by the likes of Audrey Tautou, January Jones, and Freida Pinto, the launch party for H&M’s latest mash-up was a boho-wonder and was inspired by Marant’s debut of her eponymous line in Paris in the early 90s. Guests were given a retrospective look at what a Parisian street looked like in that decade. Presented amid a dramatic backdrop of images, films, and models, this served as the perfect setting for the launch of the capsule collection.
“We wanted to present the collection in a way that felt real and casual, not a red-carpet extravaganza: this is how I see my work. I design for everybody and am constantly inspired by the world I see around me, so it felt natural to have an urban setting as the backdrop of the event. And it had to be Paris, because the city is part of my DNA,” said Isabel Marant.
The collection consists of her most iconic pieces throughout her career and we foresee a snaking line round H&M stores worldwide come 14 November. So what’s the game plan to be first in line?