Unlocking a New Number.
In a move that redefines the very concept of a fashion line, Maison Margiela has introduced “Line 2,” a number previously left unused in its rigorous taxonomic system. Departing from tangible products like clothing and accessories, this new line is dedicated to what the House calls “intangible products”, a series of art and cultural collaborations. This initiative, described by CEO Gaetano Sciuto as a way to “go beyond purchasing” and create “connection” and “community,” marks a significant shift in the brand’s strategy.
The debut of Line 2 will be a collaborative art and culture program featuring visual artist Heemin Chung and sound designer Joyul (also known as Tunerplease). Their installation will be presented at Maison Margiela’s Seoul flagship store on September 3, 2025, to coincide with the international contemporary art fair Frieze. This launch strategically links the brand to the broader worlds of art and sensory experimentation. The decision to launch in Seoul, one of the brand’s key markets, underscores a growing trend in the fashion industry: a shift from massive shows to more curated, experiential events and temporary installations.
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