“I am flattered by this collaboration: H&M works with the best designers and this invitation is an exciting honour. 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: you dress up, but do not pay too much attention and still look sexy. The collection is infused with this kind of easiness and attitude. Everything can be mixed following one’s own instincts: my take on fashion is all about personality” says Isabel Marant.

While I have to admit I look forward to see the pieces (I have a feeling that the garments will be more wearable and somehow “real” this time) I can’t help to remember this piece by Eugene Rabkin for BoF. I will just quote a fragment of the article that I find interesting. 

“This is perfectly fine, of course. Providing access to affordable clothing is a noble goal. But, alas, this goal was perverted a long time ago by the rise of irresponsible consumer behaviour that has transformed the act of shopping into a leisure activity. According to Textile Recycling for Aid and International Development (TRAID), consumers in the UK purchase a whopping 2.15 million tonnes of new clothing a year. They also throw away over 900,000 garments each year, sometimes with the sales tags still on them. In the US, the picture is even more dire, with consumers dumping an estimated 10 million tonnes of clothing annually.

Dries van Noten once told me that his grandfather was a tailor whose specialty was to repair worn suits by taking them apart, turning the fabric inside out, and putting them back together. Surely, we no longer need to do this, but there is nonetheless something endearing in this story. We used to care about objects that surround us.”

credit photos Isabel Marant SS13 backstage fashionising.com