There is a chance that the name Isabel Marant doesn’t ring a bell to the average consumers in the same way Louis Vuitton or Chanel does (and she doesn’t mind. “I don’t care about being known all over the world,” she told the WSJ). However, whether Ms. Marant likes it or not, her sneaker wedge has been one of the most known pieces in fashion for quite a few years now, as has her “rock ‘n’ roll, California surfer girl and insouciant Parisienne” aesthetic. She boasts 800 stockists worldwide and namesake boutiques in countries like Korea and Lebanon. Along with fashion fame comes the inevitable copies, which hit Marant pretty hard. Her clothing is copied on Chinese-based e-commerce sites, and mainstream companies like Steve Madden have copied her wedges and offered them for sale before the originals hit stores.
Of her expansion, Marant says: “I don’t want to be on every corner. If I open everywhere, then it becomes common. I don’t want to overflow the world with Isabel Marant.” When asked about knockoffs, Marant exhales and says in a measured tone: “You are super pissed-off, but if you are not copied, it means you are not ‘the one.’ What I don’t like is that it spreads your style everywhere. Something you are doing gets old in a minute. It takes such time to achieve something well and find the right way of doing things. But what can you do?”