First photos from H&M and Maison Martin Margiela

By

Florent Gilles

Published
Oct 12, 2012

The campaign for the next H&M collaboration with Maison Martin Margiela was unveiled this week. For the first time in the scope of an H&M collaborative project, the guest designer has created a collection directly inspired by its own archives and not a new concept.

All products of the collaboration are reproductions of original Margiela models, produced in very large production runs. The house is accustomed to such work, since it already reissues "Replicas" under its own label. Tags say: “Found garments and accessories of varying sources and periods," even stating the year of the original copied item. Will the Swedish group merit the same attention with Maison Martin Margiela? The answer will be revealed come November 15 in H&M stores.

British photographer and director Sam Taylor-Johnson shot the campaign images in the streets of Paris, where Margiela has been based since its inception. The photos make strong references to the codes of the house: plexi heels, oversized sleeves, the use of trompe-l’œil.
The campaign hits newsstands during October and online in early November before the collection goes on sale in 230 stores and on the web for countries where the H&M e-shop is accessible.