H&M has revealed its latest collaborator and I, for one, am a touch bemused.
The name on everyone’s lips is Isabel Marant, the French designer who has brought an insouciant Parisian charm to the fashion landscape.
Where Comme, Lanvin, Marni and Margiela have gone before, now she goes, followed seemingly by a parade of cheerleaders.
One national newspaper went so far as to call it “the most exciting thing ever to hit the high street”. Hyperbolic yes, still it’s a true reflection on the outpouring of excitement I saw on Twitter.
But I just don’t get it.
The very same paper went on to explain how Marant “is already the inspiration behind so many high street looks”. So then what’s the point? If Zara, H&M and Toppers are already doing the look, what value is there going to be in adding Marant’s name to a back neck label?
I can see why H&M have chosen perhaps a more commercial collaborator – Margiela’s cocoon coat was hardly going to sell in its droves – but for my money, if you are going to bring in a designer to mix things up, they’ve got to bring something different to the party, as so many of the retailer’s previous partners have. The fact she’s dipping into menswear and kidswear for the first time is mildly interesting but I’m not holding out much hope for anything revelatory there.
We don’t need more stuff, we need better stuff. While H&M and Marant will no doubt do well out of the link up, I just can’t get inspired by it.