Tuesday, June 12, 2012

Maison Martin Margiela for H&M

H&M announced that their next collaboration will be with one of my most favourite fashion houses: Maison Martin Margiela. Maison Martin Margiela is a French maison that has been founded in 1988 by Belgian designer Martin Margiela who left the company in 2009. From the beginning on Maison Martin Margiela went its own unmistakeable way and redefined the rules of fashion. The concept of deconstruction, also embraced by Comme des Garçons Rei Kawakubo, is important for the understanding of Martin Margiela's fashion statement. Margiela famously redesigns by hand objects such as old wigs, canvases and silk scarves into couture garments. Established items are taken apart and transformed into something new. The more one bids farewell to conventional fashion the better one understands what this brand is about. I'm not sure what Martin Margiela thinks about the collaboration of his former label and the high street giant H&M but my opinion is that most people who shop at H&M have no clue what Maison Martin Margiela is and will never understand it. I don't like it when things are made for people who don't appreciate it and only follow a hype but on the other hand I think it's nice if some people discover brands like MMM and broaden their horizon. What do you think about this collaboration? Will you get in line at the H&M closest to your home on November 15 when the collection will be released? Or do you think it sucks that a great fashion maison like MMM teams up with a retailer like H&M?