Isabel Marant toned down any hard edges this season with a slurry of soft and textured pieces. Cue thick brushed mohair sweaters in Fair Isle patterns, interpreted in shades of pastel pink and purple, warm beige and mocha, as well as chunky knit cardigans that were both hefty and supple.
Suits maintained their clean cuts, but instead of crisper classic versions Marant and artistic director Kim Bekker used a brushed flannel pinstripe to counter any strict traditional conventions. Workwear and denim jackets were shaped with dropped shoulders and rounded sleeves, adding to a sense of ease.
Trousers in brushed faux suede and embroidery that added an element of depth to shirting were a welcome textural treat.
Bekker nodded to the brand’s signature ‘80s-era style with a Marty McFly-inspired jacket, pointed shoulders and all, complete with zip-off sleeves. It was a jolt of retro fun without wallowing in nostalgia.
Elsewhere, she played around with paint finishes for a subtle marbling effect on denim, which also saw variations in powdery pink and dusty rose for a fresh take on jeans.
The softer colors coordinate with the upcoming women’s collection, a strategy to create a more cohesive visual world at retail.
While sales have slowed at the brand as part of an overall dip in consumer spending in the accessible luxury space, the Marant team indicated that men’s is a growing category, now totaling “roughly 20 percent” of the company’s sales.
As a strategy it is leaning into its celebrity appeal: Timothée Chalamet wore the brand to the Paris premiere of “A Complete Unknown,” and Harris Dickinson sported it during the press campaign for the film “Babygirl.” K-pop megastar Seonghwa turned up at the most recent runway show, and will soon feature in a campaign.
All the attention should position the category for additional growth, including an increased focus on brand events worldwide ahead of two planned stand-alone men’s stores on the horizon for 2026.
