H&M’s decision to choose Hollywood in the midst of awards season to launch their latest partnership with a high profile fashion brand shows how much the Stockholm multinational values the cult of celebrity and how it understands the importance of marketing their products at the right time in the right place.
At a party in a Los Angeles residence on 17 February 2012, Drew Barrymore, Winona Ryder, Bruce Weber, Jessica Chastain, Freida Pinto, Andrea Riseborough, and Milla Jovovich were among the 200 guests (many of whom wearing garments and accessories from the collection) who gathered to celebrate the launch of Marni at H&M. The event was hosted by Marni‘s Founder and Creative Director, Consuelo Castiglioni; the Director of the Marni at H&M campaign, Sofia Coppola; and Margareta van den Bosch, H&M‘s Creative Advisor.
Marni‘s collection for H&M, which will include Marni‘s signature print and colour, will be available from 8 March in around 260 stores worldwide, as well as on-line, just in time for Spring. It was developed to be about freedom and experimentation, with Marni prints and colours intended to be mixed and matched together in a playful way: African prints accompany Bauhaus modernity, and sporty silhouettes contrast with more feminine shapes. The womenswear collection also includes a full range of shoes, bags and accessories. For men, Marni offers menswear staples with a subtler use of print and a softened use of colour.