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.
Breaking News: @louisvuitton's men's artistic director @mrkimjones is leaving the French fashion house after nearly 7 years. Jones joined Louis Vuitton in 2011, following a three year tenure as creative director of British luxury goods brand Alfred Dunhill. Jones is to exit Louis Vuitton after showing his fall 2018 collection for the brand in Paris on Thursday. Read the full exclusive story on WWD.com. Link in bio. #wwdnews #wwdfashion
For men’s fall 2018, @giuseppezanotti drew on elements from streetwear, sport, biker, combat and rock ‘n’ roll. Pictured here are a pair of shoes from the collection, featuring zippers, rhinestones, and silver hardware. Head to WWD.com to see a roundup of the accessories from Milan’s men’s fall 2018 shows. #wwdfashion (📷: Andrea Delb)
To celebrate the 25th anniversary of @ralphlauren’s snowboarding collection, the brand is mining its archives. The iconic brand is reintroducing vintage styles and dropping new designs for a color capsule that will be available in Ralph Lauren stores and @openingceremony on January 25. The capsule will consist of 10 pieces, including the Snow Beach Pullover, pictured here, which is a collector’s item that rapper Raekwon wore in Wu-Tang Clan’s “Can It Be All So Simple” video. #wwdfashion (📷: Tom Gould)
For @rochasofficial’s pre-fall 2018 collection, creative director Alessandro Dell’Acqua channeled the sophisticated and intriguing Catherine Denevue in the film “Belle de Jour.” Polished collarless coats, midi skirts, suits and ’60s graphic motifs were all featured in the collection, adding a sense of discreet luxury. See the rest of the photos on WWD.com #wwdfashion
“We tried to produce clothing of that couture quality, but the most daunting part was that we only had a matter of days [to do it],” said costume designer Lou Eyrich, who recreated Gianni Versace’s iconic looks for @americancrimestoryfx. Eyrich searched online retailers and vintage shops for original pieces from the design house and for @penelopecruzoficial, who plays Donatella Versace. Head to WWD.com to read how she created the Versace world. #wwdfashion
Only three months after her stellar debut catwalk season, @kaiagerber has inked her first big design collaboration –– with @karllagerfeld. The collection blends Lagerfeld’s Parisian chic aesthetic and the model’s signature West Coast casual style via RTW, accessories, footwear and more. The #KarlLagerfeldxKaia collection will launch in September with a series of events. Get all the details on WWD.com. #wwdnews #wwdfashion
Harrods plans to remove the famous statue of Princess Diana and Dodi Al Fayed from the bottom of the Egyptian escalators and hand it back to Mohamed Al-Fayed. “We are very proud to have played our role in celebrating the lives of Diana, Princess of Wales and Dodi Al Fayed at Harrods and to have welcomed people from around the world to visit the memorial for the past 20 years,” said Michael Ward, Harrods managing director. “With the announcement of the new official memorial statue to Diana, Princess of Wales at Kensington Palace, we feel that the time is right to return this memorial to Mr. Al Fayed and for the public to be invited to pay their respects at the palace.” More on the news, with reporting by @loreleimarfil, at WWD.com. #wwdnews