Selasa, 12 Juni 2012

H&M to collaborate with avant-garde Belgian label Maison Martin Margiela

H&M to collaborate with avant-garde Belgian label Maison Martin Margiela

By Tamara Abraham and Sadie Whitelocks

PUBLISHED: 14:20 EST, 11 June 2012 | UPDATED: 05:22 EST, 12 June 2012

Maison Martin Margiela has confirmed that it will be the next designer brand to collaborate with HM, launching a collection worldwide on November 15.

The Paris-based label, whose elusive Belgian founder left the company in 2009, is much revered in the fashion industry for its avant-garde aesthetic.

And though it does not share the same megabrand status as past HM collaborators Versace and Jimmy Choo, a cut-price range is likely to enjoy the same kind of success if the excitement surrounding the announcement is any indication.

Maison Martin Margiela will launch a high street collection at HM in November

Maison Martin Margiela will launch a high street collection at HM in November

Margareta van den Bosch, Creative Advisor at HM, said: 'Maison  Martin Margiela is one of the most important and influential fashion houses of the past three decades.

'I am so excited by this radical collaboration which will give fashion lovers around the world the chance to wear special pieces. This collaboration will be a great and memorable fashion moment.'

The industry is already abuzz with the prospect of the chance to buy Margiela at HM prices.

Martin Margiela Martin Margiela

Cut-price line? Maison Martin Margiela, much revered in the fashion world for its avant-garde aesthetic, will be the next label to collaborate with HM

First reported in WWD, it was quickly picked up a number of other fashion news outlets. Grazia Daily wrote: 'We're impressed to see the Swedish high-street chain mixing it up by going down the avant-garde route.'

And Racked commented that the collaborators could be a good fit, because 'the disposable nature of HM clothing actually kind of lends itself to quirky pieces that are fun to dress up in on ce or twice but aren't going to make up the bulk of your wardrobe.'

But some fashion insiders argue that a mass-produced line is the antithesis of everything Margiela stands for, and that his style signature may not translate well on a budget.

'Teaming with HM shows they want to raise public awareness to the house, and that’s a big step for the label'

NYMag.com wrote: 'Deconstructed designs can look amazing when they're well-made from high-quality fabrics, but when they're not, they can just look, well, shoddy.'

Gabriele Hackworthy, fashion director at Harper's Bazaar UK, believes that a large-scale collaboration would be a major departure for the Margiela label.

'It is a surprising collaboration,' she said. 'Historically, Margiela has cultivated a mythic quality to their brand. They’ve never advertised or aspired to communicate in a mass-market way.

'Mr Margiela had always remained elusive. Teaming with HM shows they want to raise public awareness to the house, and that’s a big step for the label.'

Coveted: A Margiela line promises to spark the same kind of demand as the Versace for HM collection did at London's Regent Street store last autumn

Coveted: A Margiela line promises to spark the same kind of demand as the Versace for HM collection did at London's Regent Street store last autumn

Mr Margiela himself, 55, is widely considered to be the seventh member of the 'Antwerp Six', a group who graduated from the city's Royal Academy of Fine Arts in 1981 and put Belgian fashion on the map.

Famously publicity-shy, he is very rarely photographed, and labels his work anonymously with a chart of numbers in lieu of a tag.

The Maison Martin Margiela label was acquired by Diesel owner Renzo Rosso in 2002, who announced in 2009 that 'Martin has not been there for a long time.

'He is here but not here,' he said in a statement. 'We have a new fresh design team on board. We are focusing on young, realistic energy for the future; this is really Margiela for the year 2015.'

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I love that HM do this and they have collaborated with Comme before so MMM is not so different. Still have some of the Comme things - that and Sonia Rykiel were my favourite HM collaborations.

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What's that jacket Margiela?

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Oh do give it a rest Liz your Madonna-baiting is tiresome! A little research would have shown that Madonna's boob flash was in support of an action group started by a Turkish woman to fight oppression.  It's called "Our Body Ourselves" (please google it I cannot post links here), and its slogan is "My Body Is Mine". Only Madonna would have the guts to make such a gesture. She knows her body is hers and that she is free to do whatever she wants with it, unlike many Turkish women!!! A little research goes a long way to seeing the Big Picture Liz Jones, and that goes for many of you who've left comments on here which suggest you take everything you read at face value!

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How many people would line up to wear that first outfit, I wonder?

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