Last night H&M celebrated the launch of its new collaboration with Belgian label Maison Martin Margiela at fashion’s new favorite venue: The Temple Court building, a gorgeous, nine-story, decaying city landmark (and, as overheard from a PR, New York’s oldest high-rise) in the Financial District. Proenza Schouler and Cynthia Rowley both showed their spring collections there in September, and H&M took over all nine stories. The shopping space was on the 9th floor and elevators were a VIP privilege. It made for a unique if confusing party.
But that didn’t stop everyone who’s anyone from turning out (except Martin Margiela… or maybe he was there). A sampling: Kanye West, Julianne Moore, Sarah Jessica Parker, Mena Suvari, Kanye West, Helena Christensen, Selma Blair, Alan Cumming and Chace Crawford were all there. And yes, the refrain of the evening was obviously “What’s that jacket, Margiela?” For the record, it was (well, Margiela for H&M anyway) and when we spotted ‘Ye somewhere around the 7th floor he was all smiles, which we take to mean that drunk fashion people (there were many, many well-stocked bars) weren’t shouting his own rap lyrics at him. Good job guys!
H&M never scrimps when it comes to these collab parties: There were Anna Dello Russo clones (clones! Talk about technology) at the Parisian soiree for her accessories line, and oh yeah, motherf*cking Prince performed at Versace’s. For MMM’s bash, it was, fittingly, all about the avant-garde, which manifested as site-specific installations in nearly every room by artists Daniel Arsham, Frédérique Chauveaux, and Noemie Goudal. Static filled TV screens covered one wall on the seventh floor. Mannequins we convinced ourselves were alive appeared to be draped in white fabric against walls. During one particularly anticipatory moment, someone dropped a plastic wine glass from the ninth floor onto a sand covered dance floor where famed Belgian choreographer Anne Teresa de Keersmaeker (you know, the one that Beyonce ripped off in “Countdown”) and her company had already started performing. It came pretty close to de Keersmaeker’s head and she looked understandably pissed.
It was all a bit overwhelming and abstract for us to take–until the shiny silver confetti came raining down from the tippy top floor. And everything was beautiful. And we really, really hope someone from Vice‘s “On Acid” series was there covering this event.