H&M marked its collaboration with très chic French designer Isabel Marant with a super cool street soirée. Giant disco balls, shiny confetti, street vendors, pizza shops, épiceriè and even an nostalgic brasserie where gorgeous waiters took your orders. The 200-year-old Tennis Club in Paris was instantly transformed into a laissez-faire street fair. The nineties-style event was a block party meets disco vibe nightclub. It harked back to the time when Marant launched her eponymous label.
Before I mentioned about the star-studded guestlist, the H&M pop-up store was where the real pandemonium ensued. I can imagine the fierce elbowing amidst the fashionistas, fighting to be the first on the latest affordable collection. Did I mention Isabel Marant also offered menswear and kids’s items? I was not sure if anyone was even paying attention while the models were grooving on the top of a bar to showcase the collection. It is almost impossible to find time with all the happenings, including champagned-tipsy guests skating in the roller derby rink all night. Marant definitely got her wish come true by presenting her collection in a red-carpet extravaganza, all real and down to earth. C’est la vie!
The Parisian dance floor was celebrated with live acts from none other than Grandmaster Melle Mel, of Grandmaster Flash and the Furious Five, along with the Sugar Hill Gang, riling up the crowd. Despite all the actions outside, French favourite actress Audrey Tautou stayed away and engaged in her private tête-à-tête with friends. The fashion icon swaddled in woolly cocoon, skinnies and patent brogues. Adding to the eclectic guest list, Olga Kurylenko modeling a metallic number and even Janaury Jones, in a sheer white shirt and cropped trousers, came out to fete the fall collection. My top rated looks belong to always elegant Freida Pinto who was sported head to toe Marant for H&M in the standout beaded jacket and model Alek Wek who came out in the fun loop wool cardy from the teen collection.
The collaboration itself offers shoppers a taste of Marant’s greatest hits: white skinny jeans, brightly colotired woven knits, ruched tie-dye-printed dresses, as well as her winning basic sweaters and tees. “I wanted it to represent the essence of my style, to be personal,” said Marant, who disregarded the delegated fumoir and nonchalantly puffed on a cigarette inside while giving interviews. “I selected the pieces using my own closet as a template — the iconic Marant pieces that I own and wear the most are all there.”