Finding a new way to tell MAISON MARGIELA unique history

Margiela The MM Code

Maison Margiela is a seminal fashion house founded in Paris in 1988 by Belgian designer Martin Margiela. Globally renowned for its iconoclast and cerebral approach to mens and womenswear, since 2014 the brand has been directed by British couturier John Galliano, who married conceptualism with artistry and modern elegance. How to narrate this unique heritage to Margiela’s own team and to global partners as well?
Client: Maison Margiela
Typology: Narrative
Year: 2020
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Margiela’s brand bible
We developed The MM Code, a social media brand bible dedicated to the weekly publication of relevant inspirational content. The goal was condensing the world of Maison Margiela in less than one hundred posts. The essential information about the brand was condensed into six chapters, dedicated to the brand’s highlights, the current creative direction, the product lines, the most iconic products, the daily life in the Paris headquarters and the most important moments in the history of the brand.
From the archives
Every post is the result of an extensive research done in the brand archives, as well as in digital and physical libraries all over the world, to collect informations, pictures, memorabilia, old campaigns, sketches and anecdotes, digging deep to reveal the true essence of the maison.
A reuniting tool
The posts were published on an Instagram private account that all Maison Margiela employees were invited to follow, thus creating a platform shared by everyone, from old timers to newcomers and staff from all the maison’s global stores. All the content was later joined in a comprehensive digital book.
An UNCONVENTIONAL BRAND BIBLE to share history, values and vision at all company levels