Practically every fashion lover with an Internet connection has tweeted about it: Isabel Marant is officially teaming up with H&M.
It’s been some time since we saw hysterical, panic buying on their shop floors (not to mention the extortionate resells on eBay), as the brand’s most recent partnership with Maison Martin Margiela was plagued with rumours of poor sales. But change may well be afoot as, lest we forget, Marant is a woman with the power to single-handedly kickstart a worldwide obsession with wedge sneakers.
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We’ll have to wait and see if they’ll be part of the collection that hits around 250 stores on the November 14th (you can also avoid the tussle by buying online). This is a heads up for the boys, too as Marant will be creating clothing and accessories for men for the first time.
So what can we expect from the collection? Marant commented: ‘I aim at creating something real, that women want to wear in their everyday lives, with a certain carelessness, which I think is very Parisian.’ It may not be easy to wear $640 trainers with carelessness, but at H&M collab prices? We’re in.