Since John Galliano is on charge of the creative work of Maison Margiela we had never seen an in-between seasons collection, but the first time that he is doing it is coming for all of us. He is trying to expand the world that he created in our minds for Spring 2022 with a historical Dutch vibe to it. In this occasion, he is showing us his magic while doing incredible and desirable outwear.
Apart from that, we can see how he can turn a story into reality, a ready-to-wear idea into a even more commercial one, always with a particular concept in mind. The iconic “anonymity of the lining” is shown by reversing some of the pieces inside-out. Galliano is always playing with our idea of a classic and how important they are for us. But the catching part about this collection is that is currently available to buy, a different take on it being the first brand of the fashion world putting out the Resort 2023 in stores and online.
The reasoning behind that can be the necessity of the brand to making some it-bag like the one they are presenting this season: New Lock bag. The thing that makes it special is the way it opens with a lock that is different in the two versions available. In one it exist a white space or ENGAGED (the word) to see if is open or close, and in the second version we see a code of numbers or IN USE.
Due to its instantaneous availability, one of their online retailers made a collaboration with the spanish photographer Kito Muñoz and style by Laëitia Gimenez to promote the new bag and the rest of the Resort collection. Maison Margiela came through with a reflection of their best pieces in a marketing strategy that reflects the absolute knowledge of the brand in how to do informal into form or vice-versa.