PARIS — Leave it to Martin Margiela to enter the world of pre-collections in his own quirky way.
This story first appeared in the October 30, 2008 issue of WWD. Subscribe Today.
Maison Martin Margiela said Wednesday it would launch a collection called Avant Premiere that will be unveiled to the trade late next month and delivered to stores in May.
A Margiela spokeswoman said the collection would consist of about 60 styles for women and 60 for men, plus a small selection of shoes and accessories: less expansive than many pre-collections. “It’s an introduction to what we’re going to show for the rest of the season,” she added. “We wanted to be able to deliver earlier a full collection with its own identity.”
The Avant Premiere delivery applies to Margiela’s lines 1 and 4 for women: the former, edgier; the latter, more classic, including replicas of vintage styles.
Founded 20 years ago and owned since 2002 by Renzo Rosso’s Only the Brave Srl, the Margiela house has been charting rapid growth in recent years as it sails into new categories such as fine jewelry and, coming next year, fragrance.