Today marked the official launch of the Isabel Marant pour H&M collection, including cardigans, sweaters, trousers, skirts, blouses and jackets as well as accessories, jewellery and shoes designed by Isabel Marant.

Red sweater and cardigan desigend by Isabel Marant.
Red sweater and cardigan desigend by Isabel Marant.
The kick-off in Frankfurt/Main at 8 am went very well. Christian Tampe, Store manager at H&M in Frankfurt, comments: "We are excited about the big rush in the morning, so judging by this the collection will be very successful."

The first customers had been standing in line since 4 o’clock in the morning, awaiting their strict fifteen-minute shopping schedule. Customers are mainly looking for special pieces, but also there for other reasons, as a woman reported: “I appreciate that H&M is working together with top designers to make designer fashion affordable. I am just curious about the collection.”