MAISON MARGIELA’S CAMPAIGN FOR THE ARTISANAL CO-ED COLLECTION
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Re-emergence calls for the illumination of values and intents

An elucidated approach – ending this year’s digital Couture week, the Maison Margiela Creative Director John Galliano announced a digital instalment of the House’s Artisanal Co-Ed Collection

Ending this year’s digital Couture week, the Maison Margiela Creative Director John Galliano announced a digital instalment of the House’s Artisanal Co-Ed Collection. The Autumn-Winter 2020 collection will be broadcasted across the digital platforms of Maison Margiela – with its first screening on July 8th 2020, at 10 am Parisian time –, honoring Maison Margiela’s appointment on the Haute Couture schedule of the Fédération de la Haute Couture et de la Mode.

When the Fédération de la Haute Couture et de la Mode declared the plan of a digital Couture week – held from July 6th to July 8th in Paris – to defy the Covid-19 pandemic, the minds and opinions on whether to take Couture shows online could not be aligned.

Schiaparelli opened Couture week with a documentary film, exploring the world of Daniel Roseberry, the Schiaparelli Atelier, and Elsa on July 6th, 2020. The Maison invited the public to visit Schiaparelli.com, or the website of the Fédération de la Couture et de la Mode, to discover the savoir-faire of the house, Elsa’s unrevealed and Daniel Roseberry’s creativity. On the same day, Iris van Herpen, Christian Dior, or Giambattista Valli unveiled their collections online, maintaining the effects of their Haute Couture creations through thoughtfully assembled online presentations and films.

On July 7th, Houses from Stephane Rolland, Alexandre Vaulthier, to Chanel presented their collections, introducing a synthesis of technology and craftsmanship. Chanel staged its Haute Couture AW 2020-2021 collection on chanel.com and the brand’s social media: the filmmaker Loïc Prigent captured the moments and focused the camera’s lens on the “Petites Mains” of Chanel in bringing the finishing touches to the creations of  Artistic Director Virginie Viard.

Along with Elie Saab, Viktor & Rolf and Valentino, the Parisian fashion house Maison Margiela – known for its sartorial excellence since its establishment in 1988 – has announced a digital installment of its Artisanal Co-Ed collection, designed by the Maison’s Creative Director John Galliano. «Re-emergence calls for the illumination of values and intents: an elucidated approach», unveils the statement about the collection concept.

Showcased as moving imagery over four stages, the instalment will conclude in a final revelation on July 16th, 2020. «Invigorated by an air of transparency», creative director John Galliano «will uncover a proposal for the house in a manifestation of clarity, interaction, and inclusion».

The first screening honors Maison Margiela’s appointment on the Haute Couture schedule of the Fédération de la Haute Couture et de la Mode, followed by a screening on July 11th 2020,3pm; July 15th, 2020, 6 pm and July 16th, 2020, 6 pm.

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