Contemporary Culture

Isabel Marant makes ‘adult colouring’ okay

Cast your mind back a few years and you may dig up the memory of ‘adult colouring’ — it was all the rage. They were promoted as a way to reduce stress but, often the base images were so naff they’d induce stress in anyone with an ounce of taste. Enter Isabel Marant, cos she’s nailed the art, right in the nick of time.

Isabel Marant, one of France’s leading fashion designers, has discovered a unique and very lockdown-conscious way of interacting with her audience mid-quarantine. Luckily for us, Marant has quite the archive of incredible photographic campaigns to call upon, including her recent S/S20 campaign shot by the legend, Juergen Teller.

While other brands have experimented by creating new campaigns via Zoom and FaceTime, and re-releasing iconic images from campaigns gone by, Marant has pushed her creativity and engagement strategy that one step further.

Creating a viral campaign in the midst of a viral pandemic. Hats off, Isabel.