Isabel Marant has today confirmed that she's the latest designer to collaborate with high street giant H&M.
Due to hit stores in November, the French designer joins the likes of Maison Martin Margiela, Karl Largerfeld, Matthew Williamson, Versace and Stella McCartney, who have all seen their work swing from the shiny rails of the Swedish store.
So why should you get excited about the latest in a long line of designer collaborations? Because quite simply, it's Isabel Marant, and if you don't fully understand what that means, you soon will.
Blending urban attitude, boho elegance and rock 'n' roll spirit with chic allure in the way only a Parisienne could, Isabel Marant's label has been draping the runway in effortlessly luxe 'cool' since 1994.
Counting the achingly hip among her celebrity following - Blake Lively, Sienna Miller, Rachel Bilson, Gwyneth Paltrow, Rosie Huntington Whiteley - Marant's appeal is all in the delivery.
Who doesn't want to wear studs when they're fixed onto a tangerine leather shift dress (Blake)? Or flowing paisley print trousers when they're cut from a figure flattering berry hued silk (Rosie HW)?
Bandying from the bold to the understated via prints, textures, cuts and colour, Marant's version of prettied-up minimalist is set to steal the hearts of H&M shoppers the world over. This collection will also see her first ever menswear range.
But a word of warning.
There's a fashpack out there already chomping at the checkout to pay full price for Marant couture, diffusion and anything in-between. Globally, retailers just cant stock enough Marant to keep up with shopping demand.
So if you're shopping this collection, get your head in the game and keep your eyes on the prize come 14 November 2013!
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