Wednesday, October 24, 2012

PARTY LIKE IT'S H&M X MAISON MARTIN MARGIELA

Posted by Bethan Holt, Fashion Junior at Large

For a label which has previously shown in metro stations and simultaneously in boutiques across the world, a straightforward catwalk show would never have sufficed for the launch of their much anticipated collaboration with an international high-street giant. Nevertheless, the mammoth, dilapidated, 9 floor venue which the Margiela and H&M team had chosen in Manhattan's downtown business district was enough to elicit a wow or two from the assembled fashion press, NY cool kids and smattering of on-brand celebs. It did feel a little like we might be walking onto the set of a horror film, a haunted, long abandoned department store or that Miss Havisham might emerge at any moment from one of the dusty, crumbling chambers which surrounded shabby-chic balconies- one of the night's most impressive feats was that these didn't buckle under the weight of partygoers. Instead of any unfolding horror, we were treated to performances in various art installations from Anne Teresa De Keersmaeker's Rosas dance troupe, all incorporating elements of the collection, of course. At the top was a pop up shop where partygoers could get their hands on the collection for the first time, cue frenzied buying and plenty of squabbles over the sweet wrapper clutch bags which look set to be the most-wanted pieces in the collection.

Here's my tumble of pictures from last night. Enjoy...