WORDS ISSY THOMPSON
The night before the release of Isabel Marant’s eagerly anticipated collection for H&M, the streets were lined with shoppers eager to buy into the lifestyle that has become synonymous with Marant and her perfect fusion of bohemian ease and chic. “I am creating something real,” Marant explained, “Everything can be mixed following one’s own instincts: My take on fashion is about personality.” Buy into this collection, and you have bought into an attitude. What is more, it is at high street prices.
Never before has there been such a frenzied hype about a high-street-meets-designer collection. When some of the pieces were leaked onto eBay, consumers paid over triple the retail price for certain items. The coveted fringed boots are currently online for €489, whilst in store they retail at €199 — provided you can get your hands on them; they sold out in twenty minutes.
Despite the complications of actually buying an item from the collection, Marant has created a few items that are deservedly coveted. The long sleeved white lace top is one of the most beautiful items in the collection. The laced leather trousers embody the edgier side of Marant — they are unique, but wearable. For those who cannot stomach laced leather, Marant offers some cropped red leather trousers; their boldness comes from their colour rather than their design.
There are some underwhelming pieces masquerading underneath the media frenzy. The jewellery looks as if it has been thrown in as an afterthought, whilst the menswear is simply too droopy. It is a brave man who wears white tribal jeans, with a knitted polo neck so chunky that it sprouts clumps of wool from the elbows, wrist and waist.
The same pattern recurs in the children’s collection — the girls are offered a black denim jacket and a pair of suede boots that put the aforementioned boots to shame. In contrast, the boys are destined to remain far behind in the style stakes, unless they want to turn up to school sporting a navy woollen cap and pink high-top sneakers.
Marant and H&M must be applauded for their efforts to bring high fashion to the high street. The problem is the exclusivity. To enter a store that stocks the collection, you are given a coloured wristband and allowed a five-minute browse until you are kicked out again. It is the best possible marketing ploy, and the worst possible shopping experience. Undoubtedly, the queues will be longer next time.
