Wednesday, June 13, 2012

Maison Martin Margiela and H&M collaborate



This is not a fashion post people. Calm yourselves. I'm always interested in which designer H&M collaborates with, and not because of the clothes and drama that will undoubtedly surround them.

"I'm sure it's always the same people who jizz themselves over the H&M collaboration announcements, then slag it off when it launches.
I'll save you the bother now: it's crap quality, look at those losers queuing in the rain, SO expensive, it all just ends up on eBay," @PoppyD exclaimed.

I'm interested in the ad campaign, the branding, the packaging and the merging of two brands into one short lived campaign - the Lanvin x H&M campaign was great. So when the Maison Martin Margiela x H&M announcement popped into my inbox yesterday morning I scrolled right to the images. And they're nice, stripped back and straightforward with just the right amount of ambiguity to tease you about what the designs might actually look like.

 

Whilst doubts have been cast over whether Margiela himself would have ever agreed to this collaboration had he still full control over his house, the images are sufficiently 'arty' if not slightly alienating to the general 'fashion public' - I've only seen the top one actually used. They're speaking to the people who are fans of the Margiela brand, it's deconstructed design principles, tailoring and the legacy of the brand which has been around for 20 years. I'm interested to see what the rest of the campaign is going to be like.
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