Fringe, earthy browns, slouchy bags, and cowboy boots – this spring/summer fashion lover’s uniform has a distinctly bohemian feel. But is boho chic making a comeback, or was it never really out of style? One brand that would argue the latter is Isabel Marant, capturing the hearts of fashion It-girls online with its effortless blend of Parisian cool and bohemian edge.
Whether it’s Kate Hudson rocking shearling in Penny Lane, Serena van der Woodsen, effortlessly glamorising a frazzled look in Gossip Girl, or Daisy in Daisy Jones & The Six embodying that carefree boho vibe, it’s clear that the free-spirited bohemian look has long been a pop culture favourite, influencing women of all ages to embrace the charm and freedom of this iconic style.
While many people have fashion degrees, few can do the hippy, Parisian aesthetic quite like Isabel Marant. Growing up in the Paris suburbs, she began her fashion journey with a small accessories collection in 1989, featuring belts and jewellery. In 1990 she co-launched the knitwear label ‘Twen’ with her mother, Christa Fielder. However, it was the launch of her own label in 1997 that really got the ball rolling. It didn’t take long for the brand to take off, allowing her to open her first boutique in 1998 on Rue Charonne, inside a former art space. Today, her namesake label, known for its signature Parisian chic, has expanded beyond France to become a global phenomenon.
Not many designers manage to stay relevant over time, but Isabel Marant has succeeded in doing so. The ‘boho chic’ style, that’s trending on TikTok was just as iconic in the 2000s as it is now, embraced by celebrities such as Sienna Miller and Kate Moss. These models, often seen in oversized blazers, printed skinny jeans, ruffled mini dresses, and fringed jackets, owe much to designers like Marant, who pioneered the laid-back, bohemian aesthetic. Parisian boho-chic resonates globally, appealing to a wide range of generations and adding to the label’s recent surge in popularity among Gen Z.
Marant’s aesthetic strikes the perfect balance between ease and sophistication. With a deep understanding of what women actually want, she gravitates towards relaxed silhouettes, embroidered fabrics, and handcrafted details. When someone steps out in an Isabel Marant look, it’s instantly recognisable, yet never predictable, always keeping the focus on timeless elements while incorporating contemporary, modern touches.
Isabel Marant has always wanted to design clothes she herself would wear – no fuss, approachable, and wearable wardrobe staples that make you feel cool, confident, and comfortable. This approach has been key to the brand’s long-term success. While many brands chase fleeting micro-trends, Marant has stayed true to her core vision, creating pieces that transcend trends, from the nineties to today.
A key example of her ability to create timeless, yet innovative designs is seen in wardrobe staples like the Oskan Moon bag, and perhaps even more iconic, the Beckett wedge platform sneaker. Whether you love them or hate them, their success is undeniable. The idea for this shoe traces back to the nineties when seemingly everyone was wearing high heels, but Isabel Marant just wasn’t “ready to be tortured” by them. This mindset led her to create a sneaker with a raised platform that combined style with comfort – a piece that has become synonymous with her brand.
Today, Isabel Marant’s aesthetic is gaining renewed attention from Gen Z, who are embracing her nostalgic, boho-inspired look. The revival includes everything from boho mini dresses and fringe bags to slouchy boots, all of which capture Marant’s laid-back, yet elevated, style. Additionally, her commitment to sustainability makes the brand even more appealing to younger consumers who value durable and authentic pieces. Rather than simply overconsuming fast fashion, many Gen Z shoppers are focusing on extending the life of their pieces. Isabel Marant bags, shoes, and clothing have become cherished items, passed down through generations as timeless heirlooms.
It’s no surprise that this look is gaining traction online. With indie sleaze and the Brat album dominating our feeds last year, it’s clear that fashion is moving away from rigid, neutral, and, bland summer clothing choices. Instead, there’s a shift toward free-spirited, fun designs that still feel elegant and timeless – and Isabel Marant’s style perfectly embodies this balance.
