During this spring H&M’s collaborations with Versace has been truly successful, but it is not about to stop there. Just a couple of weeks ago H&M announced another collaboration to take place and get us ready for Spring 2012. The collaboration will be with none other than the Italian brand Marni. Marni has stores all around the world and has grown to become an international luxury brand, it has remained a family owned-business and it is a label that sticks to its own path. The collection for H&M will be available online (where available) and in around 260 stores worldwide starting March 8, 2012. “Founder and Creative Director Consuelo Castiglioni has created for H&M a spring collection for both women and men which capture the essence of Marni. Available from March 8, 2012 in around 260 stores worldwide and online (where available), the collection features both clothing and accessories all at H&M’s prices, meaning everyone will have the chance to enter Marni’s world.” Collaborating with H&M the designers have the freedom to create their collection and this one will feature “all-over prints in strong colours all intended to be worn together in layers that both match and clash.”
“For women, the colours are vivid and the prints are bold, be they African inspired or simpler colour blocks. The silhouettes are all Marni staples, with full pleated skirts, dresses, cropped trousers and jacquard knit, and fabrics range from silk to crisp cotton poplin. To finish the complete look the collection also includes jewellery, shoes, bags and scarves. For men, the colours and fabrics are softened for a relaxed take on menswear staples that is truly Marni. The use of print is subtle, often as a lining or as a contrast detail for shirts, the silhouette a modern and relaxed take on masculine classics.”
“I wanted to create a true Marni wardrobe by revisiting all our favorite pieces in signature fabrics and prints. As always, I love juxtaposing prints and colours, mixing modern tribal with Bauhaus graphic adding sporty utilitarian elements”. Consuelo Castiglioni, Founder and Creative Director.
“We all love the collection here at H&M and we believe that our customers will do the same. Marni has such a modern touch with everything they do, mixing prints and accessories in a playful but chic way. It’s fantastic to see how Consuelo Castiglioni coordinates her designs, matching new combinations of print and colour, with such incredible craftsmanship behind every piece. The collection will arrive in stores at just the perfect time, as a lovely statement for spring“. Margareta van den Bosch, Creative Advisor H&M.
Not only has H&M gotten themselves involved with and amazing brand, they have also gotten Academy Award and Golden Globe winner Sofia Coppola to direct the campaign film. According to the press release, “the film was shot in Marrakech, Morocco, with a story-based campaign conceived by Sofia Coppola full of mood and atmosphere. The campaign will run in cinemas and on television worldwide, as well as on-line, supported by a print campaign that captures the essence of the film.”
“I enjoyed doing this film for the Marni at H&M collaboration, I think it’s great how they make fashion accessible and I wanted to show the fantasy fashion can bring”, says Sofia Coppola.
For more information about Marni, visit http://blog.marni.com
