• Text Alice Simkins
  • 18th September 2017

Window shopping

MM6 Maison Margiela truly took over their 17 Floral Street venue for SS18, with models standing in the window like mannequins, clothes from the collection hung on rails, and scrawled graffiti covering the walls and floors. Meanwhile at the back of the shop, the lookbook was being shot with models rotating from the shoot to the front window, escorted by team members dressed in their signature lab coats.

The clothes prioritised collage and construction, with jeans updated by lace-up details to the sides and contrasting panels. Shirting was augmented to embrace unusual silhouettes while footwear was rendered in clear perplex. One model, with a top cut into a deep V-neck, had the printed design also transferred onto her chest, while bags and boots were also enhanced by uncontrolled drawings, slogans and the MM6 logo.