For SS18 MM6 Maison Margiela took over an empty premises on Floral Street and white-washed the entire thing......... even the bollards outside on the street! Guests to the event could enter and view the collection in an installation or live photoshoot whilst the public could watch models on rotation in the windows. I love how the lettering of the print is carried across the jacket onto the bare skin of the chest.
See last season's presentation here.
The MM6 Maison Margiela presentation took the form of a shop interior on New Bond Street being decked out with a set to replicate an atelier, a screen-printing studio and a fashion photo studio. Models wandered between the separate scenarios involved in the activities by either taking part in fittings, constructing garments or posing for a look-book shoot. All of the real-life actors were so immersed in their jobs that they didn't seem to acknowledge our presence and intrigue. The rooms were assembled on fake wall "flats" like a TV set so that the doors opened and closed to a void either side. Although the creative processes were truly happening it was also carefully set up so that the tools on the tailors desk were all white coated in painted muslin. It was a beautiful realisation of a brilliant idea. Everyone loves being nosy and this was a perfect cheeky performance playing out how the creative process might be.............. using an AppleMac charger cable as a belt.......
