H&M signs 'Paris chic' fashion designer Isabel Marant

STOCKHOLM, Sweden - Swedish fashion giant H&M has signed France's Isabel Marant s guest designer for an autumn collection that will draw on her influential take on Paris chic, the company said on Tuesday.
Isabel Marant pour H&M | Source: H&M

The collection for men and women, available from mid-November, will be the latest in H&M's guest designer programme which began in 2004 with Karl Lagerfeld.

Other collaborations have included Stella McCartney, Versace and Jimmy Choo.

Marant said the collection would be "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. The collection is infused with this kind of easiness and attitude," she said.

Hennes & Mauritz said it chose Marant for its latest collaboration because her mix of "urban attitude, boho elegance and rock 'n' roll spirit" delivered "a genuine French allure".

Marant began her fashion career by customising her own clothes while still at school in Paris before studying at the city's famed Studio Bercot in the late 1980s.

Her Isabel Marant label now has a string of boutiques worldwide including Paris, New York, Los Angeles and Beijing.

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