Concept on the high street. Photographer Letty Schmiterlow and stylist Alice Goddard shoot the screamed-about collaboration collection between Maison Martin Margiela and H&M.
Click images to enlarge.
H&M have nailed life, sartorially. For a high street brand that used to be characterised by plastic neon accessories and bad buttons, their designer collaborations over the last decade have shown that they know fashion and style inside out, and know how to use it. With Lana Del Rey in a shaggy pink jumper lipping over every billboard in London, and the general riotous buzz among fashion editors about the MMM collaboration, it’s a nice time for the Swiss major leaguers. Margiela marks the twelfth collaboration for them, following in the footsteps of Lanvin, Stella McCartney, Comme des Garçons, Versace and Cavalli, to name five.
MMM’s four-stitch white cool has been hot fashion since Mr Margiela appeared on the scene in 1989 with his first collection. Never photographed himself and famously covering up his model’s faces in wigs, visors and socks, mystery was always his thing. So the collaboration with the massive high street chain marks a new chapter for the house, reflective perhaps of fashion’s new democracy. Pieces are already selling on ebay for three times their price tag, and the collection hasn’t even launched yet. Oversized, thread-baring and with enough of the old brought into the new, i-D online present a considered view of MMM with H&M.
MMM with H&M hits stores 15th November.
hm.com
maisonmartinmargiela.com
Text: Sarah Raphael
Photography: Letty Schmiterlow
Styling: Alice Goddard
Model: Charli at Select
Make up: Nami Yoshida using M.A.C
Hair: Yoko Odo
All clothes MMM with H&M. Trainers Saucony Jazz.
