Of all of the high-end designer collabos H&M has done over the past few years, the one that's made high-fashion devotees wince the hardest so far is the mega brand's partnership with Maison Martin Margiela.
Sam Taylor-Johnson, the artist who directed the campaign videos (excuse us, short films) and photo shoot had this to say:
“Working with such an anarchic house as Martin Margiela alongside a high-street brand was a challenge that creatively became a crazy, fun project. I wanted to create an atmosphere that was both quiet and still. That each person was in their own emotional and physical thought space. A world away from the heady atmosphere of the usual urban noise.”
Hear that? Each and every person lucky enough to beat the mob and stumble in to one of thousands of H&M stores can have their own unique thought space. Just like everyone else.
That's what bothers me the most about high-street collaborations with less commercial and well known designers is that it diminishes the exclusivity and art of wearing something from a brand like Maison Martin Margiela, who routinely makes shit like hair epaulettes and sends their models down the runway in stocking cap ace masks.
In a sort of nod to this craziness, the first campaign image released is a model wearing silver pants and a huge, puffy ski jacket, in reverie and about to get hit in the face with a bird. ART.