25 October 2013 by

Inside The Isabel Marant For H&M '90s-tastic Launch Party With January Jones & More

[H&M]

H&M certainly know how to create a buzz around their designer collections, so for the launch of Isabel Marant's upcoming line they threw a bohemian bash (complete with a giant glitter ball). We've never seen quite so much fringing or navajo prints in one place. Audrey Tautou, January Jones, Freida Pinto and Alice Dellal (all head to toe in Isabel Marant, natch) were just a few of the guests who celebrated at the launch event, which had a 90s Parisian streetlife theme.

There were brasseries, neon signs, pizza shops, souvenir stores, street vendors, roller blades and epiceries. As well as lots and lots of gold glitter. Of course the collection also got a massive shout out, as it was projected in images and videos around the venue, plus there were plenty of models wearing the line.

Isabel Marant said of the event: 'We wanted to present the collection in a way that felt real and casual, not a red carpet extravaganza: this is how I see my work. I design for everybody and am constantly inspired by the world I see around me, so it felt natural to have an urban setting as the backdrop for the event.' She added: 'And it had to be Paris, because the city is part of my DNA.'

January Jones, who wore her hair in a top knot with Marant printed jeans and a white sheer navajo printed shirt, said 'I think it's really cool when a high-end designer does a collaboration like this and makes their designs easily accessible to everyone. The pieces are awesome - and coveted.'


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