H&M to run with avant-garde Maison Martin Margiela
On the heels of collaborations with such European fashion houses as Marni and Versace, H&M has announced its latest venture into experimental high fashion at low prices. The Swedish retailer, which is heavily rumored on its way to Austin, plans to debut a line by the French fashion house Maison Martin Margiela this fall.
I remember attending a Margiela show in a dank building on the outskirts of Paris a few years ago, where models strolled out in dark, deconstructed outfits that covered much of the face and body.
The Paris-based label, whose elusive Belgian founder left the company in 2009, is much revered in the fashion industry for its avant-garde aesthetic, notes the Daily Mail in London. I remember attending a Margiela show in a dank building on the outskirts of Paris a few years ago, where models strolled out in dark, deconstructed outfits that covered much of the face and body. New York magazine notes the spring 2012 show had one model walking down the runway holding a satin sheet around herself.
But it's a look that the fashion crowd admires and one that will continue to build buzz around the H&M label. However, as New York magazine notes, such an avant-garde look might be hard to produce for the mass market. When not made well, it can look shoddy.
We'll find out on Nov. 15 when the label debuts in 230 H&M stores and online.