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 shown on Monday."
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| Maison Margiela |
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 on Monday. 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.
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.
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