27 January 2010

First peek at Sonia Rykiel video!

One of our absolute fave labels, Sonia Rykiel, has lined up a second round of collaboration with H&M. Yay! We love Sonia’s stuff – colourful, imaginative but not wacky, and very French, in the best Parisian-chic kind of way. Simply tuck a Bichon Frise lapdog under your arm, jump on a bicycle and away you go, woolly scarves a trailin’. Do you get the idea? – c’est magnifique!
After the excitement of the pre-Christmas lingerie collection, 20 February will see H&M stores around the country take delivery of a fab range of knitwear from the French brand. We’ve got the first peek at the vid. And Ooh la la, we’re very, very much feeling this collection – stripy sweater dresses, amazing knitted leggings, studded berets, beautiful brooches and even more.

Sonia Rykiel has been designing female-friendly fab fashion since the swinging ’60s and was famously dubbed 'Queen of Knits' – a moniker that has stuck with the label, which is now designed by her daughter Nathalie. Sonia is now an iconic fashion figure with her trademark auburn frizz, which is echoed by the model chosen for the campaign for Hennes.

Of the mini collection Nathalie says, 'The knitwear is in our blood, our skin and it’s something we offer to show to all the women in the world'. We know exactly what she means. There is something very inclusive about knitwear, isn’t there? Not size, or age (indeed, there’s also a collection for the chicest 1-8 year olds too) affect your chances of looking fab in a perfect sweater, which is why Nathalie describes it as 'the expression of the brand'. . .

We've decided we’ll be setting our alarms quite early on the 20th, and sneaking our way down to Oxford St to get ourselves kitted out with knits.

- Naomi Attwood

 


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