Celebration of Maison Martin Margiela with H&M

26 Oct '12

3 min read

Julianne Moore, Sarah Jessica Parker, Mena Suvari, Kanye West, Helena Christensen, Selma Blair, Alan Cumming and Chace Crawford were among the guests at a party in New York to celebrate Hennes & Mauritz AB’s (H&M) 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, before 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, 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”, says 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

“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.

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