Martin Margiela for H&M

Now For Something Completely Different

High-fashion rebel Martin Margiela moves down market with a wonderfully unconventional collection for H&M. (LOOKBOOK)

Martin Margiela for H&M



CULT FASHION ALERT | I’m a grown-up woman with grown-up kids and I can’t believe I just called my local mall to ask about the protocol for camping outside overnight. Because that’s exactly what I’ll need to do if I expect to acquire a single piece of the—“wonderfully weird and wearable,” to quote WWD—clothing from Maison Martin Margiela debuted at select H&M stores November 2012.

The 104 pieces in MMM’s diffusion line for the Swedish retail giant include women’s and men’s clothing, accessories and footwear. It’s all classic Margiela, (less-expensive) reissues of iconic avant-garde garments that explore the designer’s luxury-defying themes such as outsized proportions; quirky, exaggerated lines; and reverse construction with linings, seams and hems on the outside.

Margiela and the high-minded designers who make up the MMM fashion collective are known for experimentation. The H&M collection celebrates their eccentricity with fashion that may at first seem too Grace Coddington-Vogue for shoppers like me whose everyday look is more Zara and Club Monaco. But MMM for H&M is offering us a way out of that ready-to-wear box with limited edition clothing designed to stretch our imagination. Now, if I can only get my hands on it. —Annabel Lee

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