Fast fashionista’s are kicking up their signature sneaker wedges today as H&M aka Hennes & Mauritz AB (HMB), Europe’s second-largest clothing retailer, continues its long history of designer diffusion lines with a high-end collaboration in French designer Isabel Marant. According to Marant, she hopes the H&M venture will provide something for any and every consumer.
“I am flattered by this collaboration: H&M works with the best designers and this invitation is an exciting honor. I am creating something real, that women want to wear in their everyday lives, with a certain carelessness, which I think is very Parisian: you dress up, but do not pay too much attention and still look sexy. Everything can be mixed following one’s own instincts: my take on fashion is all about personality,” Marant said in H&M’s press release announcing the partnership. “The collection is infused with this kind of easiness and attitude.”
Best known for her boho-luxe aesthetic, the French designer began making her own clothes at 15 after not being able to find styles she liked in stores. A cult figure in the fashion world for years, Marant’s effortlessly chic and cool-girl looks have become uniform for style addicts and fashion editors alike.
The collection will feature clothing and accessories for women, as well as a menswear line for the Swedish retailer—which is a first for Marant.
The Swedish clothing retailer is trailing rival Inditex SA (ITX), the owner of Zara stores, which overtook H&M as Europe’s biggest clothing maker in 2006. H&M said in March that it planned to ramp up expansion, including more outlets for its new “& Other Stories’’ brand, after reporting a decline in first-quarter profit.
The joint launch in set to hit all 250 stores worldwide and online November 14th.