By  on September 26, 2018

“Create the rules. Then break them.” So advises Willow Smith in the campaign video for Maison Margiela’s new fragrance, Mutiny. In a case of synergistic marketing, John Galliano screened the video across three walls as a prelude to his show, and projected it post-show on a giant screen outside the Grand Palais, just in time for that exiting Instagram moment. The campaign features six young women speaking to the camera on points of personal interest with greater cultural resonance, two of them, models Hanne Gaby Odiele and Teddy Quinlivan, focusing on gender issues.

So did Galliano, in a gutsy collection that pushed the limits of a “Coed” — the name of the show — runway beyond conventional notions of his-and-hers, as he played into the Mutiny motif with a deep dive into the topic of gender fluidity. And if those less enlightened on (and perhaps still not fully fluid-comfortable) saw boys in dresses for much of the show, Galliano insists that wasn’t the point. “I’m not trying to make girls look like boys or boys look like girls.…The idea is to try and incorporate the very concept of transformation into cutting,” he says in the latest installment of his podcast, “The Memory of…”

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