Last week Grazia magazine was first to exclusively reveal the entirety of H&M’s latest haute fashion collaboration: a collection with the most mysterious label on planet fashion, Maison Martin Margiela. Like all major projects the high street giant undertakes, there’s always a pre-store launch party and plenty of extras like the brilliant Sam Taylor Johnson-lensed campaign and behind-the-scenes video footage. These guys know how to create major buzz. Remember last month’s Anna Dello Russo launch? A smoky jazzy Paris cabaret bar complete with lookalike dancers, a blingtastic entrance on a suspended swing and music from Azealia Banks kept the elite crowd dancing until the wee hours…. and made everyone in attendance and beyond want to snap up some of her statement making jewels.
So what was MMM’s shindig like last night? Well, dancing until the wee hours is apparently a standard expectation of party-going fash folk (who knew?), but this particular event was a more artsy one. Set within nine floors of a derelict building in New York’s financial district, a mixed bunch including Julianne Moore, Sarah Jessica Parker, Kanye West, Selma Blair and Chace Crawford - all clad in the collection - mingled amongst dance performances and art installations. “It’s incredible, so exciting to celebrate one of my favourite designers. They are mysterious and compelling and I’ve been a great fan of Margiela for many years,” enthused Sarah Jessica Parker (who we’ve often spotted in Margiela’s hoof-like boots), “H&M, well, look at the lines of men and women lined up! It’s a great opportunity for people to have access to designers. It makes luxury available to everyone. It’s very democratic and I’m all for it.” Oh SJP, we're so alike!
The collection will be launching online and in select stores from 15 November.