Maison Margiela Unveils the Bianchetto Atelier Experience in Shenzhen

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Summary

  • Maison Margiela hosted an immersive atelier experience in Shenzhen as part of the broader MaisonMargiela/folders initiative
  • Attendees were guided by the brand’s Paris team to apply the iconic Bianchetto overpaint to their personal wardrobe items
  • Archival materials and installation documentation from the event are now accessible globally through a dedicated Dropbox

Maison Margiela recently brought its “Bianchetto: Atelier Experience” to Shenzhen, China, as part of its larger MaisonMargiela/folders initiative. From April 11th to 12th, at the Hairun Badminton Courts in Nanshan District, the event gave customers a unique chance to directly interact with the iconic visual style that defines the Parisian fashion house.

At a recent event led by the Maison Margiela design team, guests were encouraged to bring a piece of clothing from home and customize it using the brand’s distinctive Bianchetto technique. To help everyone get involved, each participant received a white lab coat, similar to those worn by Margiela staff in Paris. This technique, first used in the brand’s 1989 debut show, involves covering an item with white paint and visible brushstrokes, essentially creating a fresh start. Over time, the paint naturally cracks and fades, recording the garment’s individual wear and tear – and its story.

The event in Shenzhen is a part of a larger project called MaisonMargiela/folders, designed to give people a behind-the-scenes look at the brand’s creative process using both physical and digital archives. Building on the recent runway show in Shanghai, this project will continue with exhibitions and events throughout China. To share the brand’s values and ideas with a global audience, Maison Margiela is making materials from these exhibitions – like installation guides and documentation – publicly available through updated digital folders on Dropbox.

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2026-04-14 06:25