Isabel Marant pour H&M launches in Paris, with Olga Kurylenko, Freida Pinto, Alek Wek, Audrey Tautou

As we near the 10th anniversary of H&M’s designer collaborations, the Swedish retailer went all-out in Paris last night to celebrate the launch of the Isabel Marant pour H&M collection.
   Celebrities included Audrey Tautou, January Jones, Alek Wek, Freida Pinto, Astrid Bergès-Frisbey, Olga Kurylenko, Alice Dellal, Mélanie Doutey and Lou Lesage, with live performances by Melle Mel and Rappers Delight, originally of Sugarhill Gang.
   The event’s theme was early 1990s Paris, with shop fronts and street vendors re-created at the Parisian venue, with images and films from Marant’s career displayed on the set.
   The collection hits H&M stores online and at 250 locations worldwide on November 14.
   In a release, Marant said, ‘We wanted to present the collection in a way that felt real and casual, not a red-carpet extravaganza: this is how I see my work. I design for everybody and am constantly inspired by the world I see around me, so it felt natural to have an urban setting as the backdrop of the event. And it had to be Paris, because the city is part of my DNA.’
   Margareta van den Bosch, H&M’s creative adviser, said, ‘This street celebration was the perfect way to launch a collection that oozes the energy of cool Parisian style. It felt optimistic and real: a reflection of Isabel Marant’s knack for urban sophistication and bohemia. I think the collection for women, men and teen captures her spirit and I hope our customers are as excited as we are for the launch’
   January Jones said, ‘I just think she appeals to many women because there’s something very sexy and bohemian and chic—clothes than can transform from day to night and it’s very cool.
   ‘I think it’s really cool when a high-end designer does a collaboration like this and makes their designs easily accessible to everyone. The pieces are awesome—and coveted. I know many people that will be waiting in line on the 14th, it’s exciting.’
   Actress and former Bond girl Olga Kurylenko said, ‘I’m just really excited to see the collection. I’ve seen lots of things already and I think it’s fabulous. I’m just here to have a good time and celebrate the new collection.’
   Model Alek Wek said, ‘I think it’s right for every woman. It’s comfortable, it’s chic, it’s quite bohemian. You can mix and match and I think at the end that’s what really style is.’
   ‘This is the second H&M collaboration that I’ve attended. I feel it’s important to collaborate with designers who young girls aspire to, but it’s also for girls like me who love shopping at H&M—to make fashion that is not just beautiful and classy but also affordable,’ said Freida Pinto.