SAN FRANCISCO (CBS SF) – Marni for H&M has officially hit 260 H&M stores worldwide, including the 12 locations in the Bay Area.
While the line has reportedly not sold out just yet, some of the items have already started appearing on Ebay, well over the H&M price point.
The wait time to get into H&M’s flagship store on New York City’s Fifth Avenue was more than two hours long, reports Racked. Shoppers were said to be limited to buy only two of each item to prevent shoppers from clearing out the store’s selection.
The line, which is visibly recognizable as a Marni collection, sticks with the label’s quirky and feminine aesthetic.
“It’s great to speak to the wider audience, and in particular, the younger generations,” said the Italian label’s creative director, Consuelo Castiglioni.
Bay Area filmmaker Sofia Coppola teamed up with Marni and H&M as well to produce the film and print ads for the collaboration. The ad stars British actress Imogen Poots, sporting the Italian fashion house’s quirky and yet feminine clothes for the mega retailer, in Marrakech.
“I was happy to first talk to H&M about this project because I’ve never really done anything around fashion and when they told me it was Marni, it sounded like an interesting project,” said Coppola in a behind-the-scenes video.
The Academy Award-winning director said she wanted to find a setting that the collection’s “bold prints” could really work in.
“I thought about this house in Marrakech that I had been to once with friends years ago, and I thought it would be an interesting location,” says Coppola in the video.
Castiglioni told Women’s Wear Daily, “It was fantastic that she [Coppola] worked on this project; her interpretation is remarkable and full of atmosphere.”
The launch is said not to be as crazy as the H &M one for another Italian house – Versace – but there is no doubt that the line will sell out soon.
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