And the next H&M designer collaboration is…wait for it…Maison Martin Margiela!? We never saw this one coming.
According to WWD, H&M will announce a one-off holiday collaboration with Maison Martin Margiela “soon.” H&M has neither confirmed nor denied the collab, saying, “We never comment on rumors,” but we’re hoping this one happens, if only to see what fans wear when they inevitably line up for it days in advance. Plus, we trust WWD‘s sources.
The Swedish retailer’s past collaborations have included Versace, Lanvin and Karl Lagerfeld to name a few–brands with instant name recognition and obvious mass appeal. But H&M seems to be taking an edgier turn lately. Its last collaboration with Marni was more conceptual than previous collabs–Consuelo Castiglioni’s tricky prints and boxy shapes aren’t usually the stuff of mass retailers. And H&M is heading into even more avant-garde territory with this latest rumored collaboration.
Margiela’s collections are known for unusual tailoring, some deconstruction, and architectural shapes. Fashion people love Margiela, so we’ll be watching this one carefully to see how it translates to mass. It’s worth noting that Margiela has a contemporary line, MM6, so the design team has experience designing for a younger, more mainstream customer and at a lower price point.
The other unusual aspect of this collaboration is that there’s no designer “face” to the collection. Past H&M collaborators have all actively promoted their lines with the fast fashion retailer (remember Donatella Versace’s press blitz for her line for H&M?), but a design team creates the Margiela collection since its notoriously publicity-shy founder left the house in 2009. If this line does really happen, it will be interesting to watch how they promote it. It’s ripe for an arty fashion film with some quirky ingenue.
Ed. note: As some folks on Twitter and Facebook have pointed out, doing a mass collab seems antithetical to everything Margiela is about and would take away from its special-ness and its in-the-know niche status (Danica Lo just retweeted at us, “This hurts my soul”)…do you agree?
Will you be standing online?