Maison Margiela Line 2 Officially Launches

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Summary

  • Maison Margiela launched “Line 2,” a new line for artistic and cultural projects
  • The first project is an installation at Frieze Seoul, a collaboration with a visual and a sound artist
  • The move signals the brand’s shift toward community and cultural engagement over traditional products

Maison Margiela has made a groundbreaking shift in the fashion world by unveiling their new line, “Line 2,” during Frieze Seoul. Unlike traditional clothing or accessories, this line focuses on intangible products such as cultural and artistic collaborations. The initial display serves as a strong declaration of the brand’s dedication to art and community.

As a captivated admirer, I’m excited to share my involvement in an extraordinary project – “Art of the Intangible,” our first collaboration with visual artist Heemin Chung and sound designer Joyul. This unique exhibition unfolds at Maison Margiela’s Seoul flagship store, perfectly synchronized with the vibrant Frieze international contemporary art fair. The installation promises to be a multi-sensory journey that seamlessly blurs the boundaries between fashion, art, and ambiance. I can hardly wait to immerse myself in this extraordinary blend of creativity!

Maison Margiela has traditionally categorized its diverse offerings, ranging from ready-to-wear to fragrances, using a numbered system. Until now, the number “2” has remained unclaimed, signifying a significant change in direction for the brand. This new line, symbolized by the number, indicates that Maison Margiela is expanding its story beyond clothing and aspires to play a leading role in the global art and culture scene. According to CEO Gaetano Sciuto, this new offering aims to move beyond simple transactions and foster “connections” and “community.

Maison Margiela Line 2 debuts at Frieze Seoul on September 2.

 

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2025-09-01 12:26