"Maison Martin Margiela is one of the most important and influential fashion houses of the past three decades," H&M's
creative advisor Margareta van den Bosch said in a statement today.
"I am so excited by this radical collaboration which will give fashion lovers around the world the chance to wear special pieces, [it] will be a great and memorable fashion moment".
These days the house of Margiela operates under the creative direction of Renzo Rosso and an internal design team. The elusive Margiela left his namesake company in 2009 after 20 years of service. Two decades on and he is still very strongly associated to the label that he founded.
Margiela joins the ranks of previous H&M partners who include Karl Lagerfeld, Lanvin, Comme des Garçons, Stella McCartney, and Marni. But it isn't just designers that H&M have their eye on. They have also recently teamed up with Italian fashion editor and blogger Anna Dello Russo to create an accessories line for the high street retailer.
So far opinions seem split on Margiela working with H&M. While some in the industry can't wait to see his deconstructed designs translated into affordable-priced high street pieces, others aren't quite so jazzed about the idea of the avant-garde Margiela going mass market.
"It is a surprising collaboration," said Gabriele Hackworthy, fashion director at Harper's Bazaar UK. "Historically, Margiela has cultivated a mythic quality to their brand. They've never advertised or aspired to communicate in a mass-market way. Mr Margiela had always remained elusive. Teaming with H&M shows they want to raise public awareness to the house, and that's a big step for the label."
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