Maison Martin Margiela set to collaborate with H&M
The confirmation that H&M's next big collaboration will be with Maison Martin Margiela is excellent news!!!
It doesn't feel like much of a surprise since the rumours were at fever pitch yesterday but still this morning's confirmation that H&M's next big one-off collaboration will be with arch conceptual brand Maison Martin Margiela is excellent news.
The collaboration will include womenswear, menswear and accessories and is set to launch on November 15 2012. The announcement came in typically unconventional style in the form of a CV. On one side Margiela noted that its "job title" was Fashion & Design, its "fashion" was Conceptual and Timeless Style" and claimed its philosophy was "the work of a group rather than one designer." Meanwhile H&M's job title was identical - "fashion & design" but the Swedish giant's philosophy was "fashion for all". Put like this the collaboration makes total sense, despite the obvious high-low differences. "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," said a statement from Margiela.
The design house, whose designers wear anonymous white lab technician coats at its catwalk shows, has always been a great innovator. Collections are radical and left-field but not po-faced. I've been to Margiela shows in the past which have featured genuinely gorgeous dresses made of Sellotape, models wearing wigs to cover their faces and honesty-box, sit-where-you-think-the-industry-ranks-you style seating plans. More controversial than it sounds in the neurotic world of PR fashion show seating.
H&M meanwhile, is now in total command of the high street collaboration. Their hit list – at least in terms of critical success – is starting to define the decade in shopping in the way that Kate Moss, skinny jeans and Glastonbury once did. All of which means that timed wristbands and crashing websites are a given come launch day.
As yet there are no pictures to give us a clue as to what the collaboration will include. We're hoping for a deconstructed jacket, a wonky ankle boot and some decent sweatshirts. The big question is will they include that oh-so-discreet-but-you-know-it's-there white stitching visible where the label sits?
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