In keeping with the Maison Martin Margiela aesthetic, H&M's in-house team created invitations for the event that had an LED panel embedded into a slim card stock box. A button on the side prompted the screen to flash, news ticker-style, the date, time, and location of the preview.
Photo: Jim Shi
Anna Teresa De Keersmaeker's contemporary dance company, Rosas, staged a custom, nearly two-hour performance that incorporated the Margiela for H&M collection and a 19.7- by 26.25-foot black-colored platform covered with white sand.
Photo: Dom Smith for Villa Eugenie
Working around the concepts of ambiguity and trompe l'oeil, both hallmarks of Margiela's aesthetic, photographer Noémie Goudal created a series of 10 light-box stereoscopes showing 3-D images of the collection against neutral backgrounds. The glowing stereoscopes, set in a dark venue, were complemented by four framed photos in an adjacent room.
Photo: Courtesy of BFAnyc.com
