The story of the Isabel Marant brand: Parisian chic that survives

If famous Parisian chic is already a national brand, then one of its leading faces can rightly be considered Isabel Marant, who hails from the French capital. She seems to have invented the typical classic look for Parisians: skinny jeans, a bulky jumper and carelessly styled hair. All these tried-and-tested techniques came in handy when it came to creating women's clothes and taking part in men's fashion. The hoodies and t-shirts in the new collection will therefore be a perfect match for your casual outfit this spring!

 Isabel - the creator of the eponymous brand - began her design career long before she started her own company. At the age of 16, Marant met Christophe Lemaire, the future founder of Lemaire and creative director of Lacoste and Hermès. The pair continued to swap clothes and eventually realised it was a good opportunity to make money. Inspired by Dexy's Midnight Runners and new fashion names such as Vivienne Westwood, Yohji Yamamoto and Comme des Garçons, Isabel and Christophe created Allée Simple. Isabel had planned to study economics, but her passion for fashion uncompromisingly changed this plan. Marant thus joined the Studio Berçot Institute of Fashion Design. Director Marie Ruki advised her to devote herself completely to her new life and not to force others to wear what she did not want. The designer then founded her own brand in 1990. At first she called it Twen, but four years later she renamed it Isabel Marant. Twelve months later, the fashion house launched its first summer collection which immediately attracted huge interest.

One of the brand's flagship products are platform trainers, which were called beketts in several countries. The novelty gained such widespread popularity that everyone started wearing them: from schoolgirls to celebrities. Now Isabel Marant produces clothes for men and women of different ages, as well as accessories, shoes and jewellery. All items created by the brand exude a spirit of freedom, courage and a love of everything that stands out from the crowd.

Isabel strives to create garments that you can spend the whole day in, while you're out and about or doing some activity. Obviously, they are products that make you feel comfortable, but without sacrificing style. Isabel Marant's collections are based on basic tones (beige, milk and deep blue), boho style (airy skirts and small floral prints), as well as retro silhouettes (stiff shoulders on jackets, leather suits and harmonica boots). There are minimal tops, basic jumpers and outerwear: in other words, products for every occasion and context. Isabel Marant's aesthetic is immediately recognisable in each of them: relaxed and collected at the same time, full of chic and minimalism. Since 1994, it has been an aesthetic that is constantly being updated but at the same time traditional. Hoodies and t-shirts from the Spring 2022 collection will give you a casual-relaxed look with cargo trousers and trainers. Isabel Marant also creates the right mood for a soft cotton outfit with the help of a loose silhouette and a dropped shoulder line. The front has been decorated with a large print in the shape of the brand's logo.

In the brand's catalogue, fans of almost every style direction will be able to find something to suit themselves. In particular, you can range from:

• Boho
• Classic
• Vanguard
• Glam
• Minimalism

Isabel Marant is a journey into fantasy with constant experimentation that will set you apart from those around you, even on holiday or in a crowded city.

Click on the image above to see Isabel Marant's Spring Summer 2022 men's presentation.