Maison Martin Margiela is no more, as the label has quietly rebranded as Maison Margiela, dropping the first name of its eponymous founder.
The name change “reflects the evolution of the house”, a spokesperson for Maison Margiela told the New York Times, also revealing that the rebrand “applies to the brand as a whole, not just the Artisanal collection.
The new name of the brand, which has been known as Maison Martin Margiela since its inception in 1988, coincided with John Galliano’s debut couture collection. However, typically of a brand that prefers discretion over loud declarations, no announcement was made, leaving fashion journalists to notice for themselves from the hugely coveted invitations that were sent out for the show. It isn’t the first time that a luxury rebrand has taken place. When Hedi Slimane took over as creative director at Yves Saint Laurent, the “Yves” was promptly dropped, albeit eliciting a much stronger response than has been seen thus far from the Margiela shake-up. Digging up the past Known as one of the most conceptual, unusual and elusive designers of his generation, Martin Margiela launched his label Maison Martin Margiela with Jenny Meirens. The designers’ refusal to be photographed and insistence on communicating with the media by fax only, became the brand’s trademark. With oversized volumes, exposed hems, visible stitches, recycled materials, monochrome fabrics, logo-less clothing and unusual interior designs, the universe of Maison Martin Margiela is unlike any other.