“The online presence of fashion houses can feel cold, detached, and transactional,” John Galliano, the Maison’s creative director, explained.
design studio, is centered around the idea of movement and leaves behind the standard classic static shot of models, shown from the front and the back, in favor of something more romantic that captures the essence of the Maison.
“The online presence of fashion houses can feel cold, detached, and transactional,” John Galliano, the Maison’s creative director, explained via email. “So much of our grammar at the Maison is founded in movement: dressing in haste, work in progress, the bourgeois gesture. These terms all denote artisanal techniques based on freeze-framing movements and shrugs in the construction of garments. Maison Margiela was always rooted in the character imprinted in clothes from wear, tear, and movement.
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