Feb 21, 2017 | By Lourdes Linares
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H&M’s slew of designer-high street collaborations have become one of the most highly-anticipated events in the fashion calendar. Its latest pairing with the super-elusive fashion house, Maison Martin Margiela looks set to be one of the most memorable to date.
Bringing together the contrasting universes of the two houses, the collection will feature a series of re-editions, featuring Maison Martin Margiela garments from various seasons over the years. Sharing Margiela’s unconventional fashion framework, the majority of the collection focuses on silhouette and cut, the likes of which are synonymous with the mainline collection. In an interview with GQ, Margiela stated that each garment will be labeled detailing the year and season of origin. The re-editions have been selected not only because of their importance in the history of the Maison, but so the H&M collection will comprise a full wardrobe for both genders as well.
Similar to H&M’s previous collaboration with Versace, the range will also feature a number of casual denim items across both Men’s and Women’s, which include re-editions of some of Margiela’s most iconic denim pieces like a white emulsion coated jeans, a reversed denim jacket, and bleached panel pants.
Margiela tapped British artist and photographer Sam Taylor-Johnson to shoot the campaign images as well as a series of short films. Taylor-Johnson took to the streets of Paris to shoot the serene set of shots that feature a taster of some of the collection’s key pieces. The print campaign is set to break this month across all major publications, while the films will air on TV starting November 8, one week before the collection launches (November 15) in 230 stores worldwide and online.
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