1/ “ At the beginning of love, it is as comfortable as clouds and pure as black and white. ” Arrived at a romantic time, with Glam Slam series handbags, presented soft love for her.
Visual design archive
Maison Margiela
1 Step from Old to Fashion Forward
Idea Development /
Remaking of Old Clothes
"Dreamer"
Cutting and reorganizing old clothes, re-embodying the soul of old clothes, reconstructing the structure of vintage clothing into limited edition clothing and accessories, and revealing the original structure.
"Realist"
Finding a lot of vintage clothing, take the essence, discard the dross, and merge with modern fashion.
"Critic"
Collectors find vintage clothes in the market and in the hand of vitange clothes collector, clean them deeply, and innovate them with novel tailoring.
Sketch /
Brand Research /
Visuals & Aesthetic
Visuals
Aesthetic
- invisibility and anonymity
- absence equals presence
- monochromatic palette and avant-garde
- a sense of unity and purity
- mainly white, simple, and clear
Logos All variations
Color
#000000#FFFFFF#C4C4C4#E8D6BC
Type Font families
Georgia
Helvetica Light
Photography
Messaging /
- Vision Statement
- Showing fashion as a meaningful art rather than a cult of personality.
- Mission Statement
- Through the close connection between deconstruction and inheritance.
- Voice
- Matter of fact · Neutral
Context /
Offered Products
Competitors
Rick Owens
Alexander Wang
Marc Jacobs
Stella McCartney
Vivienne Westwood
Audiences
Age: 20–50
Highly educated, independent, high disposable income
Busy lifestyle, minimalist, influenced by art and fashion
Lives in a large city and connects with the brand’s personality.
Advertising Examples /
A quiet language with emotion held beneath the surface.
2/ “ The earthly colors fall into each other's eyes. ” The collision of heavy colors and neutral colors. The inner lining is gentle and outward, expressing special emotions.
Message /
1 Step from Old to Fashion Forward
Strategy /
Deconstruction Maison Margiela simplifies and clarifies complex ideas. The brand will return the garment to its original form, which will appear unfinished and keep the garment's fundamental functionality. Although each piece of clothing appears disorganized and convoluted, it is actually precise and logical on the inside, with a gentle progression toward completion.
Concept /
Cutting and reorganizing old clothe Re-embodying the soul of old clothes Reconstructing the structure of vintage clothing into limited edition clothing and accessories Revealing the original structure.
Moodboard /
Experience Flow /
The experience flow is mainly following the structure of social to landing page and the email. The whole concept is based on the brand image and to show the idea of remaking the old clothes.
Advertisement /
Advertisement/
Landing Page | Desktop The landing page will keep to the brand's white and simple aesthetic throughout. The landing page's main content and background are both white, and to highlight important information, the fonts are various shades of black. When customers glance at the landing page, they can experience the brand's concise and ecologically friendly philosophy because of the straightforward structure. Additionally, buyers may view a number of examples on the old clothing remake through the photographs and comprehend the concept and the concept that the brand is trying to express through the cases.
Wireframe /
Final Screen /
Responsive /
Landing Page | Mobile
Customers may comprehend the topic of this event while also experiencing the brand's product style by viewing the remaking cases of this event in the form of photographs at the top of the homepage. Then there is the page where used clothing can be transformed into brand-new garments. Customers may quickly notice changes and be prompted to place orders by seeing the original old garments while putting mouse over the updated garment. To raise awareness of this trend, the page will also include examples posted by other customers on social media.
Wireframe /
Final Screen /
Direct /
The majority of the elements in the email are also used on the landing page, which is styled similarly to the store and the landing page. Customers may easily understand the brand's concept by looking at the main body of the email, which has a white background and black lettering, reflecting the brand's minimalist and sustainable fashion concepts. In order for customers to consistently comprehend the brand story and promotional activities, a clear and succinct structure can make it simpler for them to view new product series and ongoing activities.
Social /
Social | Snapchat
The brand will create appropriate filters for usage by the audience on this platform where taking snaps is the primary action. This filter will incorporate the brand's logo and the event's name, and it will use the brand's distinctive environment filters and dynamic emotions to make the notion of reshaping old clothes clear to viewers while they use it. The theme of this new promotional event will be understood by the public, who will then be encouraged to participate and share it with others.
Social /
Social | TikTok
A short-form challenge invites people to transform outdated clothing and share the process. The format makes Maison Margiela's remaking concept immediate, participatory, and easy to understand.
Social /
Social | Instagram
Instagram documents the pop-up through process images and before-and-after transformations. Visitors can share the memories attached to a garment, while selected stories receive a voucher or complimentary redesign.
Spatial /
Pop-up Store
A temporary, all-white space brings the remaking process into major cities. Its minimal interior keeps the work visible, encourages visitors to photograph the transformation, and connects every garment to the brand story.
1 Original Clothes
There will be collection of original clothes selected from the customers hanging on the top of the glass studio for people to see how it is going to be changed.
2 Working Bench
A large workbench including sewing machines and maniquines will be set up to transparently disclose to people the full process of each designer and tailor remaking the clothes, so that people can feel the brand’s concept of remaking the old clothes up closely.
3 Resting Bench and Mirror
There will be resting bench and mirror for a better shopping experience. People can sit on the chairs when they try the shoes from the new collection. And mirror will be the important thing for customers to see how the clothes are fit.
4 Collection Shelf
Other than remaking the old clothes, there will be a part to show the new collection. It is for customers to have a look and shop.
5 Memo Wall
There will also be a large white wall for people to put on the memo of memories or how they feel about the store.
6 Front Desk
In the minimalist storefront, there will be a front desk, responsible for collecting clothes that people want to remake.
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