Maison Martin Margiela Continues To Insist On The Avant Garde—Even At H&M

Originally Posted At Kelly Green Blog

MARTIN MARGIELA AND H&M CREATE A STUNNING AND BEAUTIFUL SET OF PERFORMANCES FOR THE LAUNCH OF THEIR UPCOMING COLLABORATION

I’ve made no secret of my distaste for the Maison Martin Margiela and H&M collaboration. It’s not even really so much that I don’t like the collaboration itself, but I’m tired of high end lines partnering with the mall stores. It sounds great, but something is always lost. The biggest loser being the designer. Only the H&Ms and the Targets seem to reap the benefits. Rei Kawakubo said that COMME des GARÇONS would never do it again after they partnered with the Swedish mega chain. I’ll take that as a win.

With all that being said, maybe I’m wrong. LOL. I’m not afraid to admit it if I am. By all accounts, the first images of the Margiela line, the commercials (brilliant!), and now this breathtakingly brilliant launch event in New York tells me something: Margiela, as always, is unapologetically avant garde—even in the mall.

Watch that video and tell me you’re not impressed.

(A description of the event and the commercial, on the inside)

Margiela’s Youtube page describes the event (choreographed by the brilliant Anne Teresa de Keersmaeker) as:

“An unprecedented and beautiful set of performances, set in squares of sand, which ran throughout the evening, across different floors. The choreographer and her dancers removed garments from the collection while performing, thus creating live and spontaneous art installations. The event stretched across 9 floors of 5 Beekman Street, a historical building in the city’s financial district.”

Of course the true test will be seeing, touching and wearing the clothes themselves. They are in H&M stores around the world starting on November 15th. I’m curious to see how the public responds.

P.S.- It appears one of the dancers is wearing the now classic Margiela painted jeans. I have these. I paid more than $600 for them at Barney’s a few years ago. If they’re at H&M for some measly amount, I’ll lose my mind. That’s all.

RELATED: NO! Poor People Are Going To Be Wearing Maison Martin Margiela!

RELATED: The First Images From The Margiela And H&M Line

 

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