Well it’s been confirmed. A day after WWD first reported the rumoured collaboration between Swedish high street giant and the avant garde French fashion house, the confirmation is in. And it’s certainly got the fashion world buzzing and simultaneously scratching their heads at the same time.
The collection will drop in over 230 H&M stores on the 15th November and will also be available online. The collection comprises of menswear and womenswear and accesories, and will surely make a splash.
This is definitely one of the more interesting designer collaborations to follow. Maison Martin Margiela was set up by Belgium Martin Margiela, who worked with the Antwerp Six and is as famous for his avant garde designs and deconstruction as Commes des Garçons. A fiercely private man, who has never consented to an interview or a photograph taken of him, he left his eponymous company in 2009 without announcing a successor. It is instead now run by a team, believing in creativity and a democratic approach to fashion.
This will be interesting to see how they promote the collaboration, with no clear head of the design team. This is in stark contrast to last year’s collaboration with Versace, where Donatella was seen everywhere and was a very visible face for the collection.
The other question it raises, is how can such an unconventional fashion house create a successful collection for such a mainstream fashion retailer without losing its ethos and looking like they’re selling out? Plenty of people have already objected to it on twitter because of this very reason. Margiela is for the arty, fashiony people. If the general public had access to its designs, would that not dilute the concept of the brand?
It remains to be seen whether this will happen or not. Though I’ve never been a fan of the brand, this is one collaboration that has certainly got me thinking more than all their previous works.
H&M, you’ve outdone yourself with pushing boundaries. But then again, after the global phenomenon that was Versace, how could you outdo yourself? It’s highly unlikely they would get a bigger brand to join forces with, so this seems like a better step. With this move it would certainly give them style credits for such a coup.
Well here’s what Maison Martin Margiela had to say about the collaboration;
We are very happy to present MAISON MARTIN MARGIELA pieces with H&M, offering a new interpretation of our vision. The democracy of our fashion has always been at the centre of our creativity, and the collaboration with H&M allows us to push this instinct further. We will bring together the contrasting universes of the two houses in ways that will surprise all.
I for one can’t wait for the 15th November and to see how this collaboration will shape out to be.
Images and video courtesy of H&M