Digital Partner for Belgium Fashion House Maison Margiela – Défilé AW19
Since SS19, we have been collaborating with Maison Margiela as a digital partner for six of their collections. Guided by John Galliano’s radical vision, each collection is a constellation of ideas, craftsmanship and performance.
Our job has been to translate the core concept of each collection into a multifaceted visual experience,crafting tailor-made formats and visual communication strategies each season: from runway videos and live show streams to podcasts and photoshoots. 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.
The idea of digital decadence explored in the recent Artisanal show was filtered down for this ready-to-wear collection, with garments stripped back down into a more purified and minimal form. Inspired by retelling the classic story of Swan Lake to the dramatic overtones of Tchaikovsky’s music, Galliano’s research swings this time towards the idea of ‘Transformation’.
We explored the spirit of this contemporary Swan Lake through a variety of different formats, from a show teaser and a runway video to a podcast teaser. Peeking into Galliano’s vivid imagination and well of inspiration, it was hailed as the first of its kind in the fashion industry – a bold new form that pulled the curtain back on the process of creation. Cut together with images from the show, the teaser recounted this abstracted version of Swan Lake through his cast of models, narrated by Galliano himself.