Marni for H&M

The latest designer collaboration with cheap chic chain store H&M is Marni.

The founder, Consuelo Castiglioni, of this Italian brand made a spring collection of colorful prints for men and women. She says she “wanted to create a true Marni wardrobe by revisiting all our favorite pieces in signature fabrics and prints," Castiglioni said. "As always, I love juxtaposing prints and colors, mixing modern tribal with Bauhaus graphic and adding sporty utilitarian elements."

The menswear and womenswear offering will showcase all the elements that the Marni mainline has become famous for, from vivid colors to all-over prints. Highlights from the women's collection will include full pleated skirts, dresses, cropped trousers and jacquard knits, in fabrics range from silk to crisp cotton. The collection showcases a bold cobalt polka dotted suit, printed dresses, platform silver pumps, striped sweaters for men, and statement accessories worth waiting in line for. What’s different about this line is the advertising campaign. Director Sophie Coppola shot a minute twenty “movie”, commercial for the one off collection. She scouted the location herself in Morocco. She said once she saw the Marni collection for H&M she thought of a friend’s house in Marrakesh that would work perfectly for the shoot. British actress Imogen Poots stars in this film. She is best known for her role in “Jane Eyre”. Coppola says she is a natural choice for the role. She is seen wearing a metallic printed blouse with a white Peter Pan collar and matching trousers. The movie also features the song “Avalon” by Brian Ferry.

"We all love the collection here at H&M and we believe that our customers will too," H&M's Margareta van den Bosch said. "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 color, with such incredible craftsmanship behind every piece. The collection will arrive in stores at just the perfect time, as a lovely statement for spring."
 
Marni for H&M launches in selected stores worldwide and online March 8th.