It seems to me that everyone is collaborating with everyone lately. Joining forces is definitely a thing at the moment, a huge thing. The main purpose and goal of a collaboration is of course the possibility to exchange audience, basically to make your own brand bigger (and sometimes better). Queen of all collaborations is of course H&M, starting with Karl Lagerfeld in 2004, then with Stella McCartney, Viktor & Rolf, Roberto Cavalli, Marimekko, Comme des Garçons, Matthew Williamson, Jimmy Choo, Sonia Rykiel, Lanvin, Versace, Marni, Anna Dello Russo and now Maison Martin Margiela.
When I received the news in my inbox, the question that immediately popped up was ‘Why?’. Now – a few months later – that I have read all about it, seen everything in real life and tried on literally every single piece, I get it. Margiela and H&M decided to produce a number of ‘old’ top Margiela pieces for a friendlier (almost) H&M price. It is like a cool band bringing out a CD with all their top songs from the past, it is brilliant.
To be completely honest, I do not think everything will sell out before the people that work at the highstreet name on November 15 can even blink their eyes. But I mean thanks to the internet high fashion is getting more and more accessible for the ‘normal’ people on this planet – sometimes because of some designers ridiculously choose to sell tickets for their show – anyway, so I guess the only question left is: ‘Why not?’.
ps/ Please, if you are going to try to get your hands on some of the collection, try on some other items that you would not pick at first as well. They might pleasantly surprise you. They surprised me!
pps/ I also have the leather jacket, but it was too heavy to carry everything home on my bike, so I had to leave it behind. I will show you as soon as I pick it up.