Retail News

H&M x I Can’t Believe It

The mega-retailer teams up with one of the most exclusive and conceptual design houses on the planet.

By Laura Cassidy June 12, 2012

Things are about to get weird. Maison Martin Margiela is H&M’s newest collaborator.

Okay, here’s the thing: You should definitely start a list now of all the lines and designers that you’re sure will never team up with H&M because it’s starting to seem like those are exactly the ones that are doing it.

I guess the Marni collaboration wasn’t all that astonishing, but it was a real boon. The announcement I found in my inbox when I couldn’t sleep at 4:03 this morning, however, is kind of unbelievable.

"Maison Martin Margiela is one of the most important and influential fashion houses of the past three decades," says Margareta van den Bosch, creative advisor at H&M. "I am so excited by this radical collaboration which will be a great and memorable fashion moment."

What the H&M rep doesn’t say is that Margiela is also one of the most conceptual and radical houses as well. They make clothes, sure, (and they’re clothes that get worn and named-checked by the likes of Kanye West) but each runway show and each collection pushes some new boundary or idea or expectation. All the fashion-obsessed types I’ve talked just can’t wait to see how deconstructed shoulders, crazy capes, and avant-garde trench coats (see above) will translate to the masses.

From the Margiela camp, the statement was: "“We are very happy to present Maison Martin Margiela pieces with H&M, offering a new interpretation of our vision. The democracy of our fashion has always been at the centre of our creativity, and the collaboration with H&M allows us to push this instinct further. We will bring together the contrasting universes of the two houses in ways that will surprise all.”

There’s no clear word on whether Seattle shoppers will have the distinct pleasure of standing in line in the middle of the night in order to purchase $200 versions of the highly lauded French designs on November 15, but A) I’m assuming we will and B) you can be sure we’ll be tracking the story and updating you with images from the look book as soon as it’s released. (For now there are just these videos.)

In the meantime, if you’re not familiar with the MMM look, or if you’d just like to get in front of the real thing and daydream about what the house will be submitting for the general populace, you can check it out at Totokaelo and Butch Blum.

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