Rumor yesterday: collection of Maison Martin Margiela for H & M . Today's news: Maison Martin Margiela will design an exclusive collection for H & M. Less than a day after the uproar and a press release so simple that do not remember seeing one like H & M a while. Everything communicates.
The collection will feature apparel and accessories for men and women and will be sold on November 15, 2012 at about 230 H & M stores worldwide.
According to Margareta van den Bosch, creative advisor of H & M:
Maison Martin Margiela is one of the French fashion houses most important and influential of the last three decades. I'm excited about this radical collaboration that will enable fashion lovers around the world wear clothing unique Maison Martin Margiela. This collaboration will be memorable.
According to statements of the firm Maison Martin Margiela in the press release:
We are pleased to present pieces of Maison Martin Margiela with H & M in a reinterpreted version of our vision. The democracy of our fashion is an intrinsic feature of our creativity and collaboration with H & M allows us to go further with this instinct. This collection brings together the worlds of these two opposite fashion houses in a way that will surprise everyone.
Attached is a part of this note because it says more than what I can add. A basic typography, a clean structure and a memory to a typewriter in front of so striking modern look.
I'll take this curriculum exposed comparing the two firms. Details like the points of the values: "ambiguity and anonymity" vs. "fashion and quality at the best price." And in philosophy: "teamwork better than a single designer" vs. "fashion for everyone." Thus adding more justification and a collaboration that has surprised many.
For gestures like this release, the campaign image, video, how they sell and the choice of signature, I still believe that H & M is one of the best firms in terms of communication work done. Now I just hope that the shopping experience better.