"I wanted to create a true Marni wardrobe by revisiting all our favourite pieces in signature fabrics and prints. As always, I love juxtaposing prints and colours, mixing modern tribal with Bauhaus graphic, adding sporty utilitarian elements," says Castiglioni of her first high-street collection.Again the designer has unashamedly sold herself short to one of the biggest high street retailers in the world. There seems to be a pattern here. We've only just got over Versace and Donatella's flogging of a dead horse, and now we are given this tripe. Note in the quote above Castiglioni has mentioned that she wants to create what seems to be a replica of Marni in H&M. You may be thinking 'well yeah, that's the point', but NO, this is not possible. There is talking (again above) of using 'signature fabrics and prints' ... Hmm, so Marni prints on synthetic polyester with a flammability rating higher than Katie Price dipped in petrol? No, obviously not, but again to making this profitable they will, and ultimately, like I said, sell themselves short.
There is no denying that the collection won't look visually appealing. The Versace collection, albeit reminiscing a six years sick bucket after ODing on Skittles, did actually look 'good' in store. It had a certain charm and magnetism about it when walking into store. This is all despite myself walking into the Oxford Street store just before close on the launch day and looking at a few sorry looking drabs of what could of been Donatellas bandage rags from her latest lipo op. Oh, there was a full rail of nearly £200 leather trousers. Joys.
H&M will need to rope in their best VM team. Pull out all the stops, again. They sure do have their work cut out this time around. Everyone knows Versace, does everyone know Marni, or are they going to feed of the stupidity of people thinking it's Armani. Armani wouldn't dream of H&M, but then again when cash flow is tight you never know what the fashion houses of the 21st century will do.
Video: Castiglioni speaks about the collection, along with Bosch for H&M
"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 colour, with such incredible craftsmanship behind every piece. The collection will arrive in stores at just the perfect time, as a lovely statement for spring."
H&M's Margareta van den Bosch (standing) with designer and founder of Marni, Consuelo Castiglioni (sitting) - The terrible duo.
From a retail point of view H&M must be in love. The attention from the media is unprecedented and the chance to showcase the rest of their stores and own collections is phenomenal; not to mention the sweet smell of money dropping with ease into their tills. But really how much effort and time does H&M go to to make this work. Does Marni want H&M or does H&M want Marni. In most cases I would say that the high street brand wants the designer. It's like a relationship in the dating stage. Both know they want each other, but neither will admit it. So there is the constant cat and mouse until the other gives in. We will never know, but my guess is the designers need H&M more than H&M needs the designers. Lets face it, both parties do pretty well without each other.
Working on the collection
Will people buy into this - Yes. Will the media fall over themselves to cover the collection - Yes. Will there be queues round the block to get a piece - Yes. Will the queues be to see Castiglioni like Donatella- Probably not, I wouldn't bat an eye lid if she slapped me in the face.
I predict the collection will be miles better from a aesthetic point of view, but no where near as hyped. We wait with baited breath, again.
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