I created a mini collage series of conceptual campaigns for Maison Margiela as a passion project. I love that Margiela’s garments take an unusual or absurd approach where distortion and dissonance are celebrated. Maison Margiela is anything but traditional, so I wanted to lean into this philosophy and build a campaign direction taking inspiration from the spectacular Maison Margiela 2024 Spring Artisanal Collection by John Galliano.
1. Concept Statement:
Exploring the absurdity and dissonance through surrealism-oriented, avant-garde collage campaigns that align with Margiela’s ethos.2. Visual Inspiration and Moodboard
Referencing everything from Maison Martin Margiela’s iconic Tabi boots dipped in red paint for his Spring/Summer 1991 runway show to a porcelain/mannequin doll to Henri de Toulouse-Lautrec’s ‘At the Moulin-Rouge’ painting (1892-1895) to asymmetrical outlined lips to hanging nylon stockings to jewel-toned doll-like makeup to match Pat McGrath’s iconic execution for the Artisanal Collection 2024. I wanted to set the tone by selecting mesmerizing images that echo the presentation's intoxicating story.
3. Collage Campaigns
My artistic choices for this mini-collage campaign series play with the distortion of anonymity and proportions that pay tribute to Margiela’s theme. I made intentional choices that juggled exaggeration, destruction and surrealism. Rather than having a product-focused campaign, I went for a conceptual approach to give a nod to the eerie and unconventional, which I felt would fit perfectly for the house.