REALITY SHOW: H&M has tapped four faces from different fields for the advertising campaign for the men’s wear component of Isabel Marant’s upcoming collection for the Swedish fast-fashion retailer.
Model Clément Chabernaud, actor Niels Schneider, musician Christopher Owens and architect Guillaume Macé appear in the print and television campaign shot by Karim Sadli, which is due to break in the U.S., France, Sweden and the U.K. next week.
They are pictured wearing Marant’s first-ever designs for men and boys, which include printed T-shirts, chunky knits, biker pants and white jeans with ethnic-inspired embroidery.
“I think that a sense of reality defines my approach to fashion in general, and this men’s capsule in particular. While designing it, I thought of men of any age with a fast life and a desire to wear clothes that are comfortable but not obvious,” Marant said. “I wanted this element to be apparent in the campaign, too. I chose men representing men of today, each one with their distinctive personality. That’s always my message: The collection is about individual interpretation.”
Marant added that the men’s collection was conceived as a one-off.
“Friends and customers have been pushing me for years, asking for a men’s version of the careless and easy Isabel Marant style. When I first started talking about the collection with H&M, we all felt that it was the perfect timing. But, honestly, for the time being I have no intention of adding men’s wear to my workload,” she said.
The line will go on sale on Nov. 14 in more than 250 H&M locations worldwide and online, but images from the look book leaked online on Wednesday.