Isabel Marant is bringing her Parisian cool to the high street in a long-awaited move set to be one of the year's fashion highlights.
The esteemed designer will join the ranks of H&M's designer collaborators - putting her in a exclusive with the likes of Karl Lagerfeld, Roberto Cavalli, Stella McCartney, Matthew Williamson and more - when her debut collection for the high street giant hits stores on 14 November.
Says Marant: 'I am flattered by this collaboration: H&M works with the best designers and this invitation is an exciting honour. I aim at 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. The collection is infused with this kind of easiness and attitude. Everything can be mixed following one’s own instincts: my take on fashion is all about personality.'
Anyone with an ounce of fashion knowledge can testify to that - Marant's signature style is all about glamour with a rock 'n' roll edge, elegant androgyny, and the kind of trophy pieces you'd queue for three days to get your hands on.
Plus excitingly, there's going to be twice the product for us to mine. As well as women's and teenger's lines, Marant is making her first foray into menswear with the project. And, move over boys, because we won't be holding back.
'We are excited to have Isabel Marant as a guest designer at H&M,' says Margareta van den Bosch, the label's creative advisor. 'The way she mixes different elements in her collections, creating a style that is effortless and urban, makes her very contemporary. She has a fantastic eye for ethnic detail and the rare ability to create something that people really want to wear. We are sure the H&M customers will be enthusiastic about this collection.'
Set your alarms: the collection will launch into store in 250 storesworldwide and online on 14 November.
We'll see you in the queue.