It has been revealed that Swedish retail giants H&M will conduct their next high-fashion-meets-fast-fashion collaborative with Belgian design house Maison Martin Margiela.
The label was founded back in the late 80s by Martin Margiela, who graduated from Antwerp’s Royal Academy of Fine Arts in 1980, before working as a freelance designer at Jean Paul Gaultier. Between 1997 and 2003 he was also the creative director of the Hermès Women’s line. The MMM fashion house was purchased back in 2002 by Renzo Rosso, the ‘Jeans Genius’ who is the founder and president of Diesel. The partnership brought in a management structure and stability that the brand had previously lacked and thus helped sales increase from €15 million in 2002 to over €60 million by 2008.
Even though Martin Margiela quietly left the fashion house a number of years ago, the creative team in charge have stayed true to the deconstructionist movement the brand and Margiela famously followed. We catch a glimpse of this minimalist cut-and-sew ethos in the video teaser released on behalf of the forthcoming collaboration, where the designer fuses several coat designs to create a new piece. The video ends with the almost-infamous trademark label the fashion house uses; a series of numbers (0 – 23) that, depending on the number circled, corresponds to a particular division. Watch out for number 10 (men).
The highly anticipated collection is set to be available from November 15th 2012. Keep checking back to FashionBeans in the coming months when we will update you with campaign imagery and what you can expect from the collaboration.
Looking good isn’t important, it’s everything.