DECEMBER 2009 - MICHAEL STIPE ENDORSES MARTIN MARGIELA
Maison Martin Margiela uses Michael Stipe as celebrity collaboration
The avant-garde label Maison Martin Margiela (MMM) is known for not using the usual marketing tricks of the other fashion brands. This is why this collaboration with Michael Stipe, lead vocalist of the 90’s rock band REM, came as a surprise.
The result of this collaboration is a 925 sterling silver microcassette identified as MS09. The jewel comes with a ribbon referring to a cassette tape so that it can be worn as pendant, armband or belt. This is a limited edition: only 199 pieces coming with a special notebook numbered by Maison Martin Margiela and signed by Stipe. This collaborative piece is sold in December in selected points of sales such as concept-stores for a price close to EUR 400.
A consistent partnership
If, at the first glance, this collaboration looks like another celebrity endorsement for a luxury brand, it is actually a very consistent partnership between two very innovative labels.
Martin Margiela founded the eponym brand in 1988 which quickly became one the leading labels of the new avant-garde coming from Belgium where he studied with other designers such as Dries Van Noten or Ann Demeulemeester. Established in Paris, he turned to be the master of deconstruction and reconstruction, mixing innovation and wearability. Margiela himself never appeared during the fashion shows and took care of not being exposed to the usual fame surrounding fashion designers. Thirty years after the creation of his own label, Margiela’s departure was confirmed by Renzo Rosso, CEO of Diesel and main shareholder of MMM (source English Vogue: 3/10/09).
Michael Stipe founded the American rock band R.E.M in the 80’s and the band is often viewed as a pioneering alternative rock band. But Stipe is also a visual artist interested into immortalizing in bronze usual objects such a Polaroid camera, a clock radio or a tape recorder. Also fond of photography, Stipe already collaborated in 2008 with Lacoste to create a special edition, photo printed, of the famous polo shirt of the crocodile brand.
Finally, it makes sense that two very innovative universes join their views in order to create a piece that will surely become a collector for the fans of fashion, music or contemporary art.
Yvon Le Gall
Luxury-world