H&M announced today that its next designer collaboration is with Maison Martin Margiela, confirming the rumours that reached fever pitch yesterday. So put the 15th November in your diaries now!
Typically, the announcement was very Margiela – from the date above replicating its trademark clothes labels to the CV press release below, revealing that the collection will comprise men's and women's clothes and accessories.
So, what can you expect from this avant-garde Paris-based fashion house? Conceptual designs, that's what. Maison Martin Margiela is a label that questions the norms of fashion and presents its pieces through the techniques of deconstruction and transformation. Its collections reinvent volumes, modify shapes, change the original use and movement of garments and derail classic notions of fashion. So, expect the unexpected.
Note, it's not an aesthetic that will appeal to everyone. But as H&M's previous collaboration with Comme Des Garçons showed, there is a place on the high street for avant-garde fashion. And it will sell out.
Maison Martin Margiela was founded by its namesake, the elusive, publicity-shy Martin Margiela. He left the cult label in 2009, but it has continued in the spirit he set: that of a collaborative nature of its team rather than the individual, hence the anonymous team picture above.
Speaking from Maison Martin Margiela HQ, the team said: '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 can't wait!
In the meantime, let me leave you with some more Maison Martin Margiela imagery. And, if you can't wait until 15th November, look out for another collaboration: Vogue Japan's fashion editor at large and creative consultant Anna Dello Russo's accessories collection for H&M, which launches on 4th October. Reflecting her taste for ornamentation, the over-the-top jewellery, sunglasses, shoes and bags are unabashedly glamorous and fun, like Dello Russo herself.