Maison Martin Margiela has confirmed that it is set to be the next designer brand to collaborate with high street brand H&M, launching a collection worldwide on November 15.
The Paris-based label, whose elusive Belgian founder left the company is 2009, is much revered in the fashion industry for its avant-garde aesthetic.
Although it does not share the same megabrand status as past H&M collaborators such as Versace, Lanvin and Jimmy Choo, a cut price range will no doubt enjoy a similar kind of success if the excitement surrounding the announcement is any indication.
Margareta van den Bosch, Creative Advisor at H&M, 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.”
Mr Margiela himself 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 fashion house is one which has always followed its own path often outside of the conventional fashion framework. The Maison believes in the absolute importance of the collaborative nature of its team rather than the individual and roots its ideals in the desire for concept and creativity. Constantly questioning the norms of fashion and presenting its pieces through the technique of deconstruction and transformation, the collections reinvent volumes, modify shapes, change the original use and movement of garments and derail classic notions of fashion.
The Maison Martin Margiela label was acquired by Diesel owner Renzo Rosso in 2002, who announced in 2009 that “Martin has not been here 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.”
(images from Maison Martin Margiela A/W 2012 show, from style.com)