MM6 Maison Martin Margiela has opened a 1,400-square-foot store for its casual, New York-inspired collection, at 91 Grand Street in SoHo.
It is the second MM6 unit in Manhattan. A significantly smaller unit — about 500 square feet — opened on Bleecker Street in the West Village in 2012. The Bleecker Street store was the first freestanding MM6 shop.
The company felt that the Bleecker Street customer is different from the SoHo residents and tourists it hopes to attract at the Grand Street address. “Consumers and tourists tend to stay in a radius for several blocks,” the company said. “There’s opportunity to show the brand to a whole new demographic.”
The brand’s roots include French DNA, but it’s New York-bred, “a culture that is also unmistakably New York,” the company said. Given that positioning, “opening other stores in Manhattan is not out of the question. We’re now focusing on downtown.”
The company is also occupied with MM6’s opening this week in London. An MM6 store was unveiled in Paris late last year.
MM6 was created in 1997 as a casual brand with contemporary cuts and prints aimed at a customer younger than that of the Maison Martin Margiela collection. Unique fabric treatments create everyday clothes with a utilitarian and functional approach. The collection also emphasizes soft volume and draping.
The line is shown during New York Fashion Week.
MM6 is priced up to 50 percent less than the Maison Martin Margiela collection. For example, women’s shirts are $255 to $595; dresses, $255 to $570; jackets, $625 to $1,095; shoes, $295 to $890, and handbags, $195 to $895. Maison Martin Margiela jackets are $1,795, handbags, $2,360, and boots, $1,095.
The store has light gray walls that are interrupted by white grids. Some of the grids are filled with tiles and others are left bare. It’s part of the deliberately unfinished concept for the store. Clothing will hang in cubbies within the grids. There are also shelves for accessories and two types of flooring, a light wood parquet and a white concrete “carpet” that is a tromp l’oeil. Lighting stems from LED poles spring from the floor and are linked together by white plastic cable for an “under construction” look.
The back of the store is completely mirrored with a skylight above.
The Maison Martin Margiela brand has been controlled by Italy’s OTB since 2002. The label’s founding designer exited his namesake house in 2009 and it is now designed by an in-house design team.
@chanel and @pharrell dropped what’s being dubbed as the world’s most exclusive sneakers yesterday. The Adidas Originals NMD Hu, which Williams designed in collaboration with Chanel and @adidasoriginals, has a waiting list of over 120K people who pre-registered online at chanelatcolette.fr –– and only 500 pairs are on sale. The singer predicted the resale value of the shoes could reach $40K. Read the full interview on WWD.com. Link in bio. #wwdfashion (📷: Dominique Maître)
@imanshumpert is diving deeper into his creative endeavors and relaunching his clothing line, Post 90s, and is helping to raise money for the hurricane victims in St. Maarten with a jersey he’s designed with his brother. The Cleveland Cavaliers player talked to WWD about kneeling during the national anthem, working with fashion brands and how he wants to be more than an @nba player. Read the interview on WWD.com #wwdfashion (📷: George Chinese)
Not only does #TheProfit return to CNBC tonight, but @marcuslemonis has launched @shopmarcus, a new shopping and lifestyle retail experience in Aspen and Chicago, with more locations to come. The retail stores offer in-store stylists and a variety of contemporary womenswear selections.
“It’s life, I’m going to face it,” @mingxi11 sighed. “I fell, but you know, I think the most important thing is that I get back up. I had the love, the help from my sister — the girl next to me Gizele [Oliveira] — she’s so nice. When I went backstage everybody was trying to comfort me like ‘Oh Ming, it’s OK.’ I’m really, really touched. I think it’s them who gave me the courage to go back on stage for the finale,” Xi told WWD of her fall at the @victoriassecret fashion show. (📷: David Fisher) #wwdfashion #vsfashionshow #victoriassecret
@louisvuitton tapped @therealpeterlindbergh for its latest city-centric photo book, which is part of a series called Fashion Eye. The primarily black and white book captures the spirit of Berlin in 57 images shot between 1989 and 2019. “Berlin is an inspiration for me, more than a city. I mean @millajovovich is simply Berlin!” said Lindbergh. #wwdfashion
“You know, I think audiences expect a certain performance so I have to deliver to them what they’re expecting to a certain degree. But I’m also a different actor and a different person, I have my own spin on the character,” says @noahegalvin of his takeover of the leading role in “Dear Evan Hansen” following the departure of @bensplatt, who originated the role. Read WWD’s interview with the 23-year-old actor on WWD.com #wwdeye (📷: @jilliansollazzo)
For pre-fall 2018, @etro created richly-colored wonderland, using tapestries, textiles and wallpapers from the Eastern world at large. The line featured floral and graphic prints and jacquard motifs, like this two-piece look featured here. #wwdfashion (📷: Giovanna Pavesi)
@kith is moving into children’s. The men’s and women’s streetwear brand has launched Kidset, a Kith kids line located in New York at 64 Bleecker Street. The line includes mini versions of staple Kith pieces like the Astor bomber jacket and the Kith box logo sweatshirts, along with a wall that can display up to 120 pairs of shoes from @adidas, @newbalance, @timberland and more. #wwdfashion
“I just wanted to create this fully rounded character, but I do think what excited me most was just the opportunity to give a group of people representation that I feel needs it. I like to do characters in projects that stand for something and Karolina definitely does, so that was really exciting to me,” @ginnygardner says of her new role in @hulu’s “The Runaways.” Gardner plays Karolina Dean, a queer superhero, which is a rarity for @marvel. Read more about Gardner’s character on WWD.com #wwdeye (📷: @dandoperalski)