When somebody is touted the Queen of Cool or The Most Influential Contemporary in Fashion, do we process the weight of these titles with calculated thought? Is it pragmatic to consider worthiness or evolutionary accolades or else, or do we just throw up our hands and accept the zeitgeist? 

Isabel Marant is the zeitgeist. Appropriately, the Parisian designer of fashions good enough for the Ittest of It Girls Kate It-Moss and Alexa It-Chung has been revealed as the new designer collaborator for high street retailers H&M. Having previously merged with Karl Lagerfeld, Martin Margiela, Stella McCartney, Marni, Versace and Lanvin, the Swedish fashion giants are not strangers to recruiting main players in the fash arena, and this collaboration is true to form. 

Of the collection, Marant says, “You dress up, but do not pay too much attention and still look sexy. The collection is infused with this kind of easiness and attitude.” She positions the forthcoming spoils are “something real that women want to wear in their everyday lives, with a certain carelessness which I think is very Parisian”. 

Hitherto, Marant has doggedly pursued exclusivity with her designs, minimising distribution and rewriting the bible of uber cool or some shit .
Also noteworthy is the influx of high-street copies of her designs, that Marant has branded “disgusting” and “vulgar”. Her call to surrender her upturned French nose designs to the big time retail chain indicate she’s reached a turning point and will let more humans adorn their bodies with her creations. Regular humans. Something something accessible fashions for the every day man or woman. 

The collection will be both women’s and menswear and will hit stores worldwide on November 14.

Fun activity for the day: Read all of the write-ups for this collab and tally all mentions of boho-chic and effortlessly cool. Astonishing.

Via The Guardian

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