Video: Behind-the-Scenes at the Maison Martin Margiela x H&M Collaboration Photoshoot
(Courtesy H&M) An image from a Maison Martin Margiela x H&M performance
The Maison Martin Margiela for H&M collection doesn't hit stores until November 15th, but the preliminary media is already trickling out—including this cool behind-the-scenes video from the campaign photoshoot. Check it out:
One of the things I've been thinking a lot about—ever since the MMM x H&M collaboration was announced earlier this fall—is how receptive H&M's typical audience will be to MMM's deconstructionist take on clothing.
Sure, the fashion community is really excited about the collab—the house of Margiela has always had the reputation of being a fashion designer's designer—but what about non-industry folks? Will they understand the action of the lifted hem and the significance of the oversized quilted coat? And how well to these pieces play outside the confines of their familiar surroundings—Margiela stores and being showcased as part of a collection?
Most Margiela collections feel cohesive and brilliant largely because the Maison's singular seasonal visions are crystal-clear when the pieces and looks are presented together, or seen all at once in one environment (usually a stark painted-white store or display). But the Maison Martin Margiela x H&M is sort of a remake of the house's greatest hits—cherry-picked pieces from collections spanning years. Will they make sense to anyone besides the truly die-hard Margiela lover?
Tell us what you think in the comments section, below.