MAISON MARGIELA CONSUMER

“Margiela is ready for a new charismatic creative soul” (Martin Margiela, 2014) And John Galliano brought just that.

After his removal from Dior, John Galliano kept discreet until his acquaintance with Maison Margiela. He has optimised the Parisian luxury brand to a contemporary label, boasting its conceptual founding and unconventional dressing, climbing its revenues significantly. Maintaining his privacy since the accusations became mainstream, Galliano harmonised well with the brands values for anonymity and sole focus on garments.

Maison Margiela prides itself on the philosophy that fashion is an artistic expression rather than a cult for personality (OTB, n.d) which I believe deters Galliano’s original design principles for Dior which embarked outrageous personality through bold creativity. His collections for Maison Margiela envelop a greater technicality and precision, with a nod to futurism and how clothes are more than just a material.

At the atelier, John Galliano brings his theatrical and robust storytelling which has seen Margiela withdraw from the standardised catwalk. He still inhabits a rebellious flair through deconstruction and attitude in his designs.

Whilst helming Maison Margiela, John Galliano’s consumer is for the sophisticated, for those inspired by art, detail and technicality. Maison Margiela is a conceptual, luxury brand, meaning it isn’t for the ordinary and aims for a consumer on the wealthier side of the scale who appreciate value in garments and their quality.

It is proud to be an inclusive house which puts no label on gender, where the website holds a women’s, men’s, and an ‘all gender’ section, demonstrating their transparency for androgynous styling and welcoming of all individuals. Both John Galliano and Maison Margiela are familiarised for breaking down fashion’s norms, so his consumer is one who doesn’t care for the opinions of others and dresses for style, not trend. As the brand transcends into the digital realm further, John Galliano is pushing it to a more youthful consumer gradually.

S• A powerful and highly acknowledged force in the industry

• A master of storytelling

• Thinks ahead of the curve in his methodologies

• Unafraid to be daring and outlandish

• Knows how to meaningfully connect and evoke emotion with an audience

W• Galliano’s past taints a considerable part of his name- I must consider this going forward as to not cause offence or shadow Charles Jeffrey’s reputability

• His flamboyant tastes may not adapt to everybody’s liking

• Hasn’t been involved in a collaboration in his singular brand.

O• To-restablish his name in the industry, especially with a more youthful consumer who isn’t as such aware of his past afflictions

• To drive revenue for his own brand and Maison Margiela as he remains Creative Director here

T• His last appearance at his own brand was overshadowed by his drug and alcohol abuse and stress of managing two brands- could this re-occur if he helms his own label again?

• Such designers like Rei Kawakubo hold significant frames in the industry for their unconvetional approaches to fashion. Will his influence still reign over such other powerhouses?

Charles Jeffrey has remained one of my collaborators from the 360 campaign because his brand, LOVERBOY, pushed me to perceive fashion in a lens which defies the safety zones and houses a community for the inclusive. I had an instant connection with Jeffrey and resonated with how he put his emotions into his collections to amplify the narrative.

My campaign indulges on the upcoming frustrations of today’s cohort Generation Alpha, and I think this spans down to my inner angriness with societal problems too, from being young myself and observing the downturn of the world. I was initially drawn to his punk enthusiasm and how he infused this into his brand through fashion and music consecutively, however, as I have progressed my research I have found a passion for how he styles, and story tells like a younger Galliano- the emerging I call him.