SAM’S PARIS: The British artist and photographer Sam Taylor-Johnson took to the streets of Paris to help create the ad campaign for Maison Martin Margiela’s upcoming collaboration with Hennes & Mauritz. Taylor-Johnson directed the photo shoot and a series of short films, with the print campaign set to break this month in titles including international editions of Vogue, Elle, Marie Claire, GQ and Dazed & Confused. The films will air on TV starting Nov. 8, one week before the collection launches in 230 stores worldwide and online.

“Working with such an anarchic house as Martin Margiela alongside a high-street brand was a challenge that creatively became a crazy, fun project,” said Taylor-Johnson, who collaborated with the creative director Markus Kiersztan on the project. Taylor-Johnson added: “I wanted to create an atmosphere that was both quiet and still. That each person was in their own emotional and physical thought space. A world away from the heady atmosphere of the usual urban noise.”

This story first appeared in the October 2, 2012 issue of WWD. Subscribe Today.

As reported, Margiela has designed a one-off collection of ready-to-wear and accessories for men and women. The fast-fashion giant has previously collaborated with Donatella Versace, Jimmy Choo and Marni on collections.

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