ELIE SAAB and H&M Bring Couture Glamour to Marrakech
H&M has named ELIE SAAB as its next designer collaborator. The partnership brings the Beirut-born house’s signature glamour into a new ready-to-wear setting. The upcoming ELIE SAAB H&M collection spans womenswear, menswear and accessories. In Morocco, it will launch at H&M Carré Eden in Marrakech.
From Beirut to Paris
The ELIE SAAB story began in Beirut, where Elie Saab first became known for refined bridal creations. He later joined France’s Chambre Syndicale de la Haute Couture as one of its first international members. Since then, the house has built a distinct identity around craftsmanship, refinement and contemporary luxury.
A Fashion Language Made for Grand Entrances
Red-carpet dressing has long shaped the public image of the maison. Its creations have accompanied memorable moments and established a recognisable approach to occasionwear. However, the brand now extends beyond couture, with ready-to-wear and accessories completing its universe.
Inside the ELIE SAAB H&M Collection
The collaboration translates familiar house codes across women’s and men’s collections. Dresses with intricate detailing lead the edit. In addition, shimmering sets and sharply structured tailoring introduce a broader wardrobe. Shoes and other accessories will complete the collection.
Lace Sequins and Signature Details
Delicate lace, gradient sequins and the ELIE SAAB monogram form the collection’s decorative vocabulary. Meanwhile, clean tailoring adds definition to the more embellished pieces. Together, these elements balance softness and shine with precise construction.
A Wardrobe With More Than One Mood
According to Elie Saab, the collection was conceived as a complete wardrobe for different moments in a woman’s life. Accordingly, the proposal moves between statement dressing and structured separates. Menswear and accessories widen its scope beyond the house’s traditional evening gowns.
A Collaboration Built Through Dialogue
Ann-Sofie Johansson, H&M’s Creative Advisor and Head of Design Womenswear, highlighted the brand’s long-standing respect for Elie Saab. She also pointed to his journey from Beirut bridalwear to Parisian couture. For his part, Saab described a close development process guided by care for each piece.
Marrakech Takes the Spotlight
Moroccan shoppers will encounter ELIE SAAB H&M at H&M Carré Eden in Marrakech. The announcement gives the city a clear role in the collaboration’s Moroccan rollout. Further launch information will be shared through @Hudson.Morocco.
Couture Codes in a New Context
With lace, sequins, tailoring and monograms at its core, the collaboration keeps the house’s visual language in clear view. Yet its expanded format brings those codes into a more varied wardrobe. For Marrakech, the Carré Eden launch offers a direct introduction to the partnership and its contemporary take on ELIE SAAB glamour.
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