CQ Watch: Behind the scenes of Maison Martin Margiela for H&M
When we first heard rumblings of a potential collaboration between high street giants H&M and cerebral design label Maison Martin Margiela, we thought it was a joke. But stranger things have happened, and with the eponymous designer now out of the picture, the label is obviously open to something a bit unexpected.
The strange fashion odd coupling has resulted in one of the most intriguing high street / designer collaborations ever - how will H&M's fast fashion shoppers react to the deconstructed, high-concept designs? Will this collab bring a whole new breed of fashion hungry shoppers into store? The collection is a look back into the archives of the label, so for fans of the brand it's a unique chance to own a piece of Margiela history at a lower price. But for H&M's core shoppers, will the oversize tailoring, trailing sleeves and conceptual knitwear be bit a bit too much?
We don't have long to find out - the huge collection (over 100 pieces of mens and womenswear) is set to land in selected stores and online on November 15th.
While you wait, here's a preview video taking you behind the scenes of the lookbook shoot: