Is the Isabel Marant for H&M collab likely to be the most popular yet? It’s possible. I’ve seen the goods up close and they’ve done a great job of including the Marant signatures – from mannish coats to second-skin leather cigarette pants, to simple stiletto pumps.
There’s a lot of cross-over between the men’s and women’s pieces – perfect for tomboyish girls and androgynous boys. In fact, my favourite boots are actually the men’s flats – good for any girl with size 7+ feet. I also like the plain tees, which feel like a good buy for £25, and the edge-to-edge patterned jackets which are predicted to be the most popular items, along with the fringed boots.
The ad campaign is bang on point too – insouciant ageless models in untucked tees, slouchy poses and undone hair. (Beautifully of course). It’s funny how we haven’t tired of the high-street-meets-high-fashion collabs. They’ve just become part of the fashion machine now and clearly they benefit all parties. And people will go to all lengths to get them. With H&M there’s a VIP shopping evening, the first day of the collab (which is always an event in itself) and then the ridiculous eBay flipping, sometimes at thrice the price. This time there’s another way, thanks to Lyst. Its ‘back in stock’ feature means there’s no Fear Of Missing Out. If you add a piece to your Lyst but don’t buy it immediately, it will alert you when it’s back in store. As seasoned shoppers know, with H&M’s collabs there’s always a bit of panic refunding after the initial splurge. So add your Marant faves to your Lyst, and should they sell out before you’ve checked out, you’ll get alerted when they reappear. Roll on November 14th…
[UPDATE: If you’re in London, swerve the queues and head to H&M at Selfridges instead, from 9.30am on the ground floor]