With the return of boho chic, the pioneer of fringes and laces is back in the spotlight. True to herself since the Nineties, her consistency has paid off
She has transformed the humble fringes and lace of Little House on the Prairie into icons of coolness. With her boho-country aesthetic, she’s brought leather boots and suede jackets into the wardrobes of millions. Who is this woman? Isabel Marant.
Moreover, Isabel Marant made history by inventing the original ‘ugly sneaker’ a decade before Balenciaga. She turned her dislike for heels into one of the most iconic wedge platform sneakers of all time: the Bekett shoe. Regardless of personal opinion about it, its massive commercial success is undeniable. Here is a retrospective of her huge global success across nearly three decades.
A Portrait of the Designer Isabel Marant
Isabel Marant, the designer, is the embodiment of her brand’s style and is just as iconic as it is. She’s loved for her effortless style, genuinely enjoys wearing herself.
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On more than one occasion, she has remarked that if you truly love something, your love never fades. This notion serves as a cornerstone of her brand’s philosophy, along with her iconic statement: “You shouldn’t want others to wear things that you wouldn’t wear yourself.”
Isabel Marant founded her eponymous label in Paris in 1995 when she was in her twenties, debuting with her first fashion show. Before then, she had already launched her knitwear brand, Twen. The immediate success of her style allowed her to open her first boutique in 1998, in the charming Rue de Charonne, inside a former art space—the perfect setting to showcase her boho vibe.
Since then, her name and style have become symbols of Parisian boho-chic worldwide, from France to the US, from Melrose Place to the Dubai Mall, and from the Hamptons to Lake Como, where she recently opened her flagship boutiques or pop-up stores, all known for their cosy atmosphere.
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The fashion designer often remarks in interviews that she regrets focusing solely on her brand; however, this isn’t entirely accurate. In fact, she engaged in two amazing collaborations with iconic brands that align with her goal of solidifying her brand’s reputation for effortlessly chic everyday style. Notably, her collaboration with Isabel Marant for H&M, launched in 2013, sold out in less than an hour, just like her recent partnership with Converse.
Isabel Marant’s Effortless Style
Isabel Marant embodies the quintessence of Parisian boho-chic, offering a fashion design approach that resonates globally and appeals to different generations.
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The brand’s style is firmly rooted in laid-back coolness. With a strong focus on women’s desires, she has a soft spot for relaxed silhouettes, embroidered and printed fabrics, and intricate handcrafted details. Her signature style is easy to recognise but never predictable; it combines timeless elements with contemporary flair.
Isabel Marant’s aesthetic has remained largely unaffected by fleeting trends from the nineties to the present day. Her ready-to-wear collections are consistently eclectic and luxurious, yet they also feel wearable and relatable to her dedicated audience. Vogue noted that “She makes clothes that girls want to wear,” regarding Isabel Marant’s autumn-winter 2009/10 collection.
Isabel Marant’s Focus on Artisanal Authenticity
Passionate about craftsmanship, Isabel Marant is a strong advocate for handmade products and textile crafts. In 2021, she established a foundation to support these initiatives, along with Isabel Marant Vintage, a digital platform for pre-loved items personally curated by her.
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“I think what people can achieve with their hands is so beautiful, and this is something I’m very sensitive about: the weaving process, the knitting process, the embroidering process, the embellishment. I think this is something that fast fashion is weaker on, and this has pushed me to develop more uniqueness in my designs. I think people are looking for authenticity,” she shared with Vogue.
Authenticity can’t be faked or replaced by inexpensive fast-fashion replicas, which is why her items remain timeless.
Isabel Marant Sneakers: Bekett, Kindsay, and the Converse Collaboration
The most iconic piece of footwear, in retrospect, is undoubtedly the Bekett wedge sneaker. This bestselling shoe is adored by celebrities and by Isabel Marant herself, who was inspired by a childhood memory. “When I was eight or nine, I wanted to look older and taller, so I started playing with a piece of cork, putting it inside my inner sole. That’s how the idea of a hidden lift came about,” she explained to Vogue.
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The backstory is fascinating: in the Nineties, when she started, everyone was wearing high heels, and she wasn’t “ready to be tortured” by them. In fact, her spring-summer 2025 collection is intentionally designed to be heel-free.
Back in 2010, when she was working on a comfortable shoe that would elongate the legs, she immediately sensed that the Bekett sneaker would be a big success—until it got ugly.
To The Cut, just a few years later, she expressed her concern about the exaggerated success of those sneakers, which resulted in a flood of cheap copycats: “I think they have become quite far from my image. They have become something super-vulgar, so I’m not feeling like I want to be the wedge-sneaker designer.”
Even the Kindsay sneakers became very popular, although they never received the extensive good and bad press that still surrounds the Bekett, which is often reignited by fashion influencers who rediscover their charm.
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Isabel Marant seems to have a particular fondness for sneakers, and her collaboration with Converse is a testament to her love for timeless pieces that resonate with various generations. “I’ve always loved the Chuck Taylor All Star; it was one of the first sneakers I wore as a kid,” she shared in an interview about the collaboration this year. “It’s such an iconic sneaker that has remained relevant for years.”
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Marant’s inclusive approach to fashion led her to partner with Converse, as the two brands have something in common: a commitment to casual, everyday style.
The Isabel Marant Woman: When Confidence Meets Nostalgia
The Isabel Marant woman is confident. She values comfort while also wanting to look her best. Like the fashion designer herself, she doesn’t worry if society is not ready to embrace grey hair or to say goodbye to high heels. She’s not afraid to be herself, experimenting with different trends and incorporating them into her personal style.
This description effectively captures the essence of the Isabel Marant brand, which the fashion designer continually challenges herself to expand upon. Her narrative is always evolving, yet it remains true to her vision, highlighting themes of circularity and female empowerment that resonate particularly well with fashion enthusiasts, especially the younger generation.
The Most Iconic Isabel Marant Bag? It’s All Over TikTok
Gen Z is bringing Isabel Marant back into the spotlight with a nostalgic attitude. Longing for vintage items, they’re borrowing Idety voile shirts from their mother’s wardrobes and adding the Oskan moon bag to their shopping wishlists as it gains popularity on TikTok. The trend includes boho minidresses, printed shirts, fringed leather boots, and oversized lace white shirts, all of which capture the essence of Isabel Marant’s style.
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To attract new generations of boho-chic fashion lovers, the fashion entrepreneur launched Isabel Marant Étoile in 2000. This more casual and affordable line maintains the same aesthetic as the main brand but with a vibe that appeals to a younger audience.
Isabel Marant’s Impact: A Powerful Blend of Consistency, Empowerment, and Circularity
Isabel Marant has made a significant impact on the fashion industry with her unique blend of Parisian chic and bohemian cool, and the brand continues to grow in popularity.
Her ability to thrive for almost three decades is rooted in her empowering fashion choices that allow women to feel confident without constraints. “Nobody wears heels anymore,” she boldly declared at Paris Fashion Week while presenting the new Isabel Marant Spring-Summer 2025 collection. This collection, designed in collaboration with design director Kim Bekker, features minidresses and miniskirts paired with flat sandals to highlight women’s legs.
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Also, her commitment to sustainability makes her brand even more appealing to new generations of consumers who prioritise authenticity. Many don’t want to just “consume” fashion items; instead, they aim to extend the life of accessories by passing them to friends or selling them on pre-loved fashion platforms. Isabel Marant bags, shoes, and apparel have become treasured heirlooms passed down through generations.
Gaia Giordani
Editor, Generative AI Explorer and New Media Communication Expert