Summary
- Maison Margiela launched “Line 2,” a new line for artistic and cultural projects
- The first project is an installation at Frieze Seoul, a collaboration with a visual and a sound artist
- The move signals the brand’s shift toward community and cultural engagement over traditional products
In a significant move that redefines the concept of a fashion line, Maison Margiela has officially launched “Line 2” at Frieze Seoul. This new line is not for tangible products like clothing or accessories, but rather for what the brand refers to as “intangible products” or cultural and artistic collaborations. The debut installation is a powerful statement, cementing the brand’s commitment to art and community.
The inaugural Line 2 project, titled “Art of the Intangible,” is a collaboration with visual artist Heemin Chung and sound designer Joyul. It is presented at Maison Margiela’s flagship store in Seoul, strategically timed to coincide with the Frieze international contemporary art fair. The installation is a sensory experience that blurs the lines between fashion, art, and environment.
Maison Margiela has long used a numbered system to categorize its various lines, from ready-to-wear to fragrances. The number “2” has remained unused until now, and its new purpose signifies a shift in the brand’s focus. Unlocking the new number, this new line is a clear signal that the brand is expanding its narrative beyond clothing, with an eye toward becoming a central figure in the global art and culture landscape. CEO Gaetano Sciuto described the new line as a way to “go beyond purchasing” and create “connection” and “community.”
Maison Margiela Line 2 debuts at Frieze Seoul on September 2.
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