There is still nothing as groundbreaking or shocking than the Maison Martin Margiela for H&M collaboration, a partnership that many thought would never come to fruition since the label has always been known for its anti-commercial design philosophy—a clear departure from the high-street inclination of H&M. Clearly however, times have changed as the label puts itself in a rare—not to mention profitable—position as they downplay their unique exclusivity and open themselves up to the public through more affordable clothes. Early this year, hardcore fans have already expressed their dismay, but then again, you can’t take away the fact that this unlikely partnership will reap more rewards as this would enable them to reach out to a wider customer base.
To celebrate the Maison Martin Margiela for H&M collection, a unique presentation party was thrown at 5 Beekman Street in New York. It was no ordinary press event however, for it brought together fashion, art and dance in a way that’s characteristically Maison Martin Margiela. Inside the nine-storey building, famed choreographer Anne Teresa de Keersmaeker brought to life the collection through dance performances, while artists Daniel Arsham, Frederique Chauveaux and Noemie Goudal showcased the garments through special art installations such as sculptures, projections and photographs scattered all over the venue.
The event drew the best of Hollywood and fashion, with the likes of Julianne Moore, Sarah Jessica Parker, Mena Suvari, Kanye West, Selma Blair, Alan Cumming, Chace Crawford, Alexander Wang, Doutzen Kroes, Mia Moretti and Olivier Theyskens comprising the stellar list of attendees. VIPs were treated to an uncanny way of discovering the collection, with dance performances and art installations serving as the presentation platform. It was nontraditional to the core, something that was very faithful to the Maison Martin Margiela identity. “This mix of installation and performance captures the spirit of the house, and allowed the artists to interpret the collaboration collection in ways we saw fit,” said the label.
No one is more excited about this collaboration than their high-profile roster of celebrity followers. “It’s incredible, so exciting to celebrate one of my favourite designers. They are mysterious and compelling and I’ve been a great fan of Margiela for many years. H&M, well, look at the lines of men and women lined up! It’s a great opportunity for people to have access to great designers. It makes luxury available to everyone. It’s very democratic and I’m all for it,” says Sarah Jessica Parker.
The Maison Martin Margiela for H&M collection will launch on November 15 in around 240 H&M stores worldwide. Click through the slideshow above to see the stars in attendance and some of the performances and installations at the event.
Photos from H&M