Julianne Moore, Sarah Jessica Parker, Mena
Suvari, Kanye West, Helena Christensen, Selma Blair, Alan Cumming and Chase
Crawford were among the guests at a party last night in New York to celebrate
H&M’s collaboration with Maison Martin Margiela. The unique event
was held across many floors of 5 Beekman Street, a historical building in the
city’s financial district. Guests were able to discover the collection in dance
performances by noted choreographer Anne Teresa de Keersmaeker and through
specially commissioned art installations, and DJ’s kept the party going into the
early hours. The Maison Martin Margiela with H&M collection will be
launched on November 15th in around 230 H&M stores worldwide.
“We are happy to present the Maison
Martin Margiela with H&M collection in New York with this event. Maison
Martin Margiela believes in showing its work outside of the traditional
context. This mix of installation and performance captures the spirit of the house,
and allowed the artists to interpret the collaboration collection in ways they
saw fit.” Maison Martin Margiela.
“Tonight’s
party has been such an exciting evening, and was full of surprises. In every
room, on every floor, you never knew what you were going to find. The installations showed the Maison
Martin Margiela collection with H&M in the most amazing and original way
and we believe our customers will really appreciate this collection”, said
Margareta van den Bosch, Creative Advisor at H&M.
The derelict and raw nine-story
building, housed around a glass-roofed atrium, was the perfect setting for the
celebration of Maison Martin Margiela with H&M, decorated in the label’s
signature white-painted style. The famed choreographer Anne Teresa de
Keersmaeker created a unique and beautiful performance in squares of sand,
which ran throughout the evening on different floors. Anne Teresa and her
dancers removed garments from the collection while performing, thus creating
live and spontaneous art installations.
The collection with H&M, a series of re-editions of
Maison Martin Margiela garments and accessories from various seasons, was
further revealed in special art installations on various floors: artists Daniel Arsham, Frederique
Chauveaux and Noemie Goudal, created sculptures, projections and photographs
exclusively for the event
“I’m a
huge fan of Margiela and I love H&M – it’s a great collaboration. I never
get surprised by H&M’s choices, every designer they pick I’m interested in.
I’m always standing in the queue with my mother in the early mornings. I’ve
been a fan of Margiela since the start”, says Helena Christensen.
“It’s incredible, so exciting to celebrate one of my favourite designers. They are mysterious and compelling and I’ve been a great fan of Margiela for many years. H&M, well, look at the lines of men and women lined up! It’s a great opportunity for people to have access to great designers. It makes luxury available to everyone. It’s very democratic and I’m all for it”, says Sarah Jessica Parker.
“I’m here to see the lovely Margiela collection. I love the way H&M is doing collaborations with other designers. It’s a great thing, to make clothes stylish and affordable. The collaborations are a great idea, they are really amazing!” says Alan Cumming.
“It’s an amazing collaboration! Margiela is a beautiful brand – arty, iconoclastic and always edgy. And the quality is always amazing with H&M. Fashion is great because it’s an expression of who you are”, says Julianne Moore.
