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H&M announces new Parisian collaboration

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H&M announces new Parisian collaboration
15:31 CEST+02:00
Swedish clothing chain H&M announced its next high-fashion collaboration on Tuesday, teaming up with French designer Isabel Marant for a winter style she promises will be sexy, Parisian, and with a dash of carelessness.

"We are excited to have Isabel Marant as a guest designer at H&M," said Margareta van den Bosch, Creative Advisor at H&M, in a statement.

"The way she mixes different elements in her collections, creating a style that is effortless and urban, makes her very contemporary. We are sure the H&M customers will be enthusiastic about this collection."

The forthcoming collaboration will see Marant aim to translate her signature style to include a menswear collection - a first for the French designer.

After the showy glamour of the previous Versace collaboration and print-driven style of Marni's 2012 outing for the retailer, Marant is expected to offer a more pared-down clothing and accessories line in her signature carefree style.

If the result is anything like her eponymous label, H&M is surely onto a winner. Marant's recent collections have included, in 2012, the Isabel Marant wedge sneaker that sold out worldwide and was worn by international bloggers and celebrities including supermodels Gisele Bundchen and Miranda Kerr.

"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," Marant said in a statement.

"You dress up, but do not pay too much attention and still look sexy."

Her own collection for autumn 2013 is a relatively simple mix of wearable layers in toned down black, grey and soft-white with just a hint of Marant's modern take on glamour.

Born in Paris to a German fashion designer mother and French father, Isabel Marant started making and customizing her own clothes from an early age after wanting to set herself apart from her peers. An education at French design school Studio Berçot and apprenticeship at Michel Klein set the Parisian designer on a path to becoming Designer of the Year soon after launching her eponymous label in 1994.

The autumn collection will be available in around 250 H&M stores worldwide and online, from November 14th this year.

Victoria Hussey

Follow Victoria on Twitter here

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