In conjunction with the theme of retroactivity, it appears that the highly anticipated Margiela H&M collaboration has given us a look into the archives. Rather than reinterpreting current pieces and distributing them to the mass market, this collaboration feels more like an overview of the classic Margiela aesthetic that takes into account both the informed shopper who will spot the prior reference pieces and the new shopper who will see this collection as an introduction to the brand. It’s like they’re saying “Hey, here’s a collection of our signature pieces that shows everyone what we’re about.”
Even the ad campaign shot in these isolated areas of Paris feels in line with the integrity of the brand. They appear to be giving us what we crave: a genuine collaboration and a resurrection of staples from Margiela’s past but at an H&M price point. I’m glad to see the box coat silhouette as winter approaches but I’m still wondering, did box shoes make the cut?
So now you guys tell me, what are your thoughts?
Written by Charlotte Fassler