While Coty held its party in Soho, H&M headed to the financial district in New York to launch its latest designer collaboration, with Maison Martin Margiela.
Celebrities attending the do included Doutzen Kroes, Julianne Moore, Leigh Lezark, Sarah Jessica Parker, Mena Suvari, Kanye West, Hélèna Christensen, Selma Blair, Alan Cumming and Chace Crawford. The party was held over the nine storeys of 5 Beekman Street, and enjoy dance performances choreographed by Anne Teresa de Keersmaeker, specially commissioned art installations by Daniel Arsham, Frédérique Chauveaux and Noemie Goudal, and DJed music.
Parker’s thoughts were very like this publication’s ethos on accessible luxury: ‘All you have to do is look at the lines of women and men lined up very early in the morning to get a piece of a collection like this. I think it’s made luxury available to people and I think that’s wonderful and very democratic and I’m all for it.’
Kroes says, ‘It’s really great because this way younger people and people who can’t afford the real Margiela can shop at H&M and get to know the brand, and I think it’s a great way to mix both of these cultures together.’
In the H&M press release, Maison Martin Margiela stated: ‘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.’
H&M’s creative adviser, Margareta van den Bosch, said, ‘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.’
The Maison Martin Margiela with H&M collection comprises reissues from the Maison Martin Margiela archive.
It will hit c. 230 H&M stores globally on November 15.
Rabbani and Solimene Photography