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Camille Over the Rainbow

When conceptual style meets democratic fashionWednesday, October 10 2012

MMM X HM4MMM X HM1MMM X HM2

MMM X HM3

MMM X HM5

(Ph/H&M)

When highstreet King H&M announced in June thename of the next fashion house to design acapsule collection for them, the worldcame to a halt, if only for a moment … myself included.Many advanced that, had the highly elusive eponymous designer not left the building, Maison Martin Margielawould never have sold its avant-garde soul to the purveyor of disposable fashion. Was this not the very antithesis ofwhat the creator of this legendary house had stood for? And how could MMM’s radicaluniverse be translated into something that would appeal to the masses? The wholeinitiativecould go very wrong, in more ways than one. Another concern, as I pointed out when I first heard the news, was that this would turn into a case of slapping a MMM/anonymous label on a basic white tee, and retailing for 100 quid a pop.

But the 23-piece collection has in fact remainedsurprisingly faithfulto the essence of the brand. So faithful in fact that, according to British Vogue,it is made up of iconic re-editions from the Maison’s archive. Even the campaign, photographed by Sam Taylor-Johnson, plays up to the brand’ssignature mysteriousaesthetic, with the decor echoing what I hear the rue St Maur’s former convent looks likeon the inside – though here it is not the furniture obscured by dust covers, but the parked cars on the street. And it goes on. Conceptual attire is to be expected, like the faux-foil metallic candy clutch reworked from SS’10, or the sock sweater that was imagined for AW’91. Forget mainstream, ambiguity will play a leading role throughout with a’vertical dress’ (see above, campaign image No2), invisible pumps, and the inside-out bra body from SS’07, all set to make a comeback. New shapes, exaggerated volumes and complex layers will be offered-upfor grabs at bargain prices.Now all that remains is to find out what fabrics have been used. The success of the enterprise rests on this alone, I’m sure. Meanwhile, let’s embrace the opportunity, even if deep down we know that this was not meant tohappen. I for one will definitely be joining the ranks on November 15th.

  • http://www.blogger.com/profile/01737234645500726737 barefoot duchess

    I just found your blog and fell for it!

  • http://www.soulofashopper.com Soulofashopper

    Loving those silver pants! can´t wait for this collection! xo, Alma
    http://www.soulofashopper.com

  • http://www.blogger.com/profile/09266673164572022099 fran
  • http://www.blogger.com/profile/13317022428116891964 Aisling M

    I saw the collection at work on Monday, it is BONKERS! But in a good way of course, and Margiela down to a tee! Took us after 20 minutes to figure out the duvet coat, I can't wait to see how this collection goes down. I don't know how the usual H&M customer will feel about the collection as it's certainly not for the masses, it will be interesting to see if it sells out as quickly as previous collaborations. But then again, there are enough budding fashionistas (I hate that word, but needs must) who will eat up this collection like hot cakes!

  • http://www.blogger.com/profile/11295651726100669717 Fanny

    Le simple fait de rééditer ses propres pièces donne une toute autre dimension à cette collaboration. J'ai vraiment hâte de voir le résultat version H&M!

    Fanny

  • http://www.blogger.com/profile/16288432619173575521 Creativity&Chocolate

    Looks awesome and love that 4th photo!

    http://www.creativityandchocolate.blogspot.com

  • http://www.blogger.com/profile/10027715039220078770 Nico

    I need to have the silver pants!

  • http://www.blogger.com/profile/03394947638036945392 Camilla

    ohh I'm lovin the silver pants

    xo Camilla

    Into The Fold

  • http://www.blogger.com/profile/10352641791804077372 MonochromeMagpie

    this is the one collaboration I have been waiting for since it was announced. The editorial photos look amazing! Can't wait to see it in November!

  • http://www.blogger.com/profile/15992012518203792325 Bonnie,Clyde and Marni…..
  • http://www.blogger.com/profile/11400886842559011209 Joy

    Not sure this collection is for the masses but I do love what I see. Like the ADR for H&M collection, I believe only fashion 'heads' will love and understand this collaboration.

  • http://www.blogger.com/profile/10513910887708533160 by Veronica Varetta
  • http://www.blogger.com/profile/06062528027076267931 RNRFairytale
  • http://marianjusue.blogspot.com Marián

    I like the metallic trousers!!
    http://marianjusue.blogspot.com

  • http://www.blogger.com/profile/06569563852426205282 Aurélie and Angelo

    Love Maison Martin Margiela! Highly anticipating this collaboration! :-)

    http://aurelieandangelo.com/