Digital Partner for Belgium Fashion House Maison Margiela – Artisanal SS20
Since Spring-Summer 19, we have been collaborating with Maison Margiela as a digital partner for six of their collections. Guided by John Galliano’s radical and unique vision, the collections are highly-considered constellations of ideas, craftsmanship and performance. Our job has been to understand the core concepts of each collection, and translate them into a multifaceted contemporary visual experience: from runway videos and live show streams to podcasts and photoshoots.
Rather than ‘documenting’ an end-product, we have become part of the making-process itself. Drawing on the maison’s craft-based approach, we have come up with tailor-made formats and visual communication strategies that respond to the specific themes and language of each season. Building new forms that work alongside Galliano’s avant-garde thought-process, the digital universes we have created are an extension of the collection, rather than a documentation of it.
Inspired by the ‘Bourgeois gesture’ and its place in the cyber-industrial revolution of today, this collection saw Galliano trace and reuse fragments of the past, upcycling classic shapes from the turn of the century – and rebelling against them.
Across the show teaser, podcast teaser and runway video we created, our visual response was to hone in on the idea of ‘Gesture’ and fine details of the garments, as well as amplifying the seduction, suspense and vibrant colours of the collection. We also photographed the Maison Margiela x Reebok collaboration and key looks for the show.