John Galliano Taps Nick Knight to Reimagine Maison Margiela’s Website
The creative duo unveils a state-of-the-art transformation of the online shopping experience.
Maison Margiela has unveiled a new e-commerce website that proposes a state-of-the-art transformation of the online shopping experience. John Galliano, creative director of the house, has tapped SHOWstudio founder Nick Knight and design agency International Magic, to recreate the innovative, new digital space.
The modernized platform seeks to provide an inspiring virtual shopping experience away from traditional, contrived e-commerce strategies — translating the depth, soul, and poetry from the runway shows. The online store represents an immediate connectivity point between the Maison and its clientele, serving 45 countries worldwide.
Moving away from e-commerce’s traditional purpose, the new website aims to replicate the physical in-store experience, showcasing the brand’s offering in a dynamic way, while retaining the essence of the Maison. The platform also serves as an interactive learning hub for visitors on the house and its practices.
By reimagining the idea of online shopping, Maison Margiela takes a step further in its digital ambitions, intrinsic to the practice of Galliano at the luxury house. Knight expressed in the statement release, “I believe that e-commerce is the most exciting fashion frontier we have today and where our creative energy should now be focused.”
Styled by Tom Guinness and lensed by photographer Britt Lloyd, each design in the digital store is displayed in multiple turning and moving body stills, showcasing the figure from different angles. The unique campaign images depict muses flowing through a cloud-filled backdrop, showcasing Maison Margiela’s refreshed visual language and the brand’s DNA.
Visitors can discover the exclusive haute couture, ready-to-wear, pre-collection and “Icons” range by scrolling through freeze-framed images and videos which showcase the garment construction process. Each garment or accessory is showcased within imperfectly framed thumbnails and added static detail shots, all in line with Galliano’s newfound vision.
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