Women’s Wear Daily
04.24.2014
ready-to-wear-sportswear
ready-to-wear-sportswear

H&M Links With Isabel Marant

One-off collection for fall retailing is to include styles for men and teenagers.

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Isabel Marant

Isabel Marant

Photo By Steve Eichner

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PARIS — Isabel Marant has a new fit model: her 10-year-old son, Tal.

The Paris-based designer — who is creating her first looks for men and youngsters as H&M’s next guest designer — said he even gave her feedback on the scale of prints on the prototypes.

The range for girls and boys spans about 30 items of clothing and 10 accessories, and is sized, European style, by height — from 134 to 170 centimeters (roughly size 9 to 15 in the U.S.).

Marant declined to reveal fashion details of the one-off collection that will debut on Nov. 14 in more than 250 H&M locations and online. But the core women’s range — spanning 42 apparel references and 10 accessories, including shoes — revisits signature designs from the past five years, reworked and updated to create a coherent message.

RELATED STORY: Isabel Marant Fall 2013 >>

Men’s wear, meanwhile, will be heavy on knitwear and pants. Marant noted she already sells some androgynous pieces, mostly T-shirts and sweaters, to male customers.

Margareta van den Bosch, creative adviser at H&M, said Marant’s hip, Parisian style — spiced with ethnic details and interesting fabric treatments — is a proposition that “you can see on the entire family,” and even home wares (though that’s not part of the H&M project).

She lauded Marant’s “effortless and urban” looks, and her ability “to create something that people really want to wear.”

Van den Bosch said the collaboration was realized, secretly, in Paris, with the final fittings scheduled for today.

H&M’s holiday collaborations with the likes of Karl Lagerfeld, Lanvin and Stella McCartney have unleashed retail pandemonium, with racks picked clean in short order.

Comme des Garçons, Marni, Versace, Roberto Cavalli, Sonia Rykiel, Viktor & Rolf and Maison Martin Margiela are among other designers who have created special collections for the Swedish retail giant.

Prices for Marant’s range have yet to be finalized, but the H&M spokeswoman said they would be in line with previous designer tie-ups.

Marant launched her collection in 1994 and has since earned a wide following for clothes and shoes with a rock ’n’ roll spirit and Parisian flair. Her lower-priced line is called Etoile. She recently stepped up the pace of store openings, with a London unit on Bruton Street in Mayfair slated to open before the end of the year.

H&M is to report its May sales and second-quarter revenues today.

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