MMM/ H&M I-D FASHION

H&M have nailed life, sartorially. For a high street brand that usedto be characterised by plastic neon accessories and bad buttons, their designer collaborations over the last decade have shown that they know fashion and style inside out, and know how to use it. With Lana Del Rey in a shaggy pink jumper lipping over every billboard in London, and the general riotous buzz among fashion editors about the MMM collaboration, it’s a nice time for the Swiss major leaguers. Margiela marks the twelfth collaboration for them, following in the footsteps of Lanvin, Stella McCartney, Comme des Garçons, Versace and Cavalli, to name five.

MMM’s four-stitch white cool has been hot fashion since Mr Margiela appeared on the scene in 1989 with his first collection. Never photographed himself and famously covering up his model’s faces in wigs, visors and socks, mystery was always his thing. So the collaboration with the massive high street chain marks a new chapter for the house, reflective perhaps of fashion’s new democracy. Pieces are already selling on ebay for three times their price tag, and the collection hasn’t even launched yet. Oversized, thread-baring and with enough of the old brought into the new, i-D online present a considered view of MMM with H&M.

MMM with H&M hits stores 15th November.

Text: Sarah Raphael
Photography: Letty Schmiterlow
Styling: Alice Goddard
Model: Charli at Select