Nobody saw it coming. The most unlikely collaboration to emerge as of late is without a doubt, this one right here. Swedish mass retailer H&M has either wheedled Maison Martin Margiela into this partnership or the latter has simply decided to venture into the unknown. The avant garde label, known for its anti-commercial aesthetics and conceptual style, has quieted down all rumor-mongering as the French label confirmed through a press release that this partnership is really happening. In fact, they’ve already revealed when we can expect the collaboration to hit stores—November 15.
H&M, who has previously collaborated with high-profile designers and labels such as Karl Lagerfeld, Lanvin, Versace and Roberto Cavalli, is inviting a round of bewildered stares at this move. Seeing as their former collaborators were easy sellers because of their global brand recognition, we’re a tad bemused why they chose an offbeat label. Perhaps this is how H&M would want to be recognized in the future. More than an avenue for high-street fashion, the Swedish retailer is looking towards the promise of niche-geared houses such as Margiela.
Even the Margiela house recognizes the massive unrest and bewilderment being shared by their loyal followers. In an effort to rid their fans of the preconceived notion that the Margiela house is best left to bask in its uniqueness, a press release highlighted certain similarities they share with H&M. For one, they boast of the same philosophy. For the Margiela house, it’s “the work of the group rather than of one designer,” while H&M is hinged on three simple words: “fashion for all.”
While fans deem this as a betrayal to the brand’s identity, Maison Martin Margiela is unfazed by the slew of disappointments expressed by enthusiasts. “The democracy of our fashion has always been at the center of our creativity, and the collaboration with H&M allows us to push this instinct further,” said the faceless Margiela house, whose founding designer departed in 2009. The experimental label is firm in making believers out of their dissented devotees in saying that, “we will bring together the contrasting universes of the two houses in ways that will surprise all.”
Watch a preview of the Maison Martin Margiela for H&M collaboration below: