Isabel Marant, the fashion label that has come to define modern French style for a generation of women, is turning 30 this year. Three decades in business as an independent brand in an industry dominated by large luxury groups is not an easy feat. By building a strong foundation and sticking to her vision, its namesake founder – Isabel Marant, the woman whose personal style is as admired and copied as her creations – has shown that it can be done.
So what’s the secret sauce to Isabel Marant’s staying power and loyal following? Though the brand’s aesthetic has changed little over the last three decades, it is just as appealing now as it was back in the early 2000s. Central to this is the way her look is far from polished and studied: think distressed denim worn with slouchy pirate boots, and paired with a frilly blouse over a leather jacket; chunky knitwear and skinny leather pants that elongate the silhouette; and short dresses that skim the body, worn with cowboy boots. A cool Parisian girl who’s a tomboy at heart is how you might describe it – and how 56-year-old Marant herself has been dressing since she was a teenager growing up in the French capital, scavenging in thrift stores and putting together outfits with the nonchalance that only French women seem to possess.
“Vintage is my first love because, when I was young, I used to spend a lot of time in flea markets and vintage shops,” says Marant at her Parisian studio on the day of the brand’s autumn/w.