The best thing that can happen to a brand is for it to become associated with a certain type of client. This is exactly the case for Isabel Marant. Just mentioning the “Isabel Marant woman” conjures to mind a woman who knows about fashion but prefers practicality, she wants to wear a name but not, let’s say, a whole crazy piece. This is the ethos of Marant’s brand – incredibly wearable pieces (clean silhouettes, desirable knitwear) that project a certain in-the-know knowledge.

The mood of the FW24 was rough meets sexy. Even the invite was a bottle of Isabel Marant-branded hot sauce and boy, did she spice things up. There were leopard print tights, red leather trousers, near-sheer dresses, and plenty of peek-a-boos. In the show notes, Marant said she wanted to embody a gaucho spirit in the collection, hence the abundance of fringe and the huge suede scarves. 

It was a strong collection for Marant and also very exciting to see her take on some bold new directions. Look #46 was a full black leather biker look that felt so out there for the brand and the vision in red that was Mona Tougaard’s Look #53 dazzled on the runway like a siren with legs.