FASHION FUTURE: Meaningful Consumption: H&M x Maison Martin Margiela

H&M x MMM launched over a week ago now and yes, I did brave the launch day shopping frenzy but in a more casual afternoon shop. I have a complete refusal to stand in line and fight over H&M [designer] garments as I am fearful of the assault capabilities of the overly studded accessories I see everywhere lately. Never mind the 'crazy' that happens when you have frenzied fashion shoppers fighting over limited stock. However, this time around I feel like the 'fashion hype' is starting to calm down as the only piece that was sold out by the time I got there were the oversized jeans. A few people I know had braved the line and the 10 minute shopping limit in the morning. They noted the crowd was unusually small for a designer launch.

This is perhaps due to the low key nature of MMM. I have never seen a brand so vehemently oppose any sort of publicity or advertising. Margiela is the faceless designer who has yet to be seen taking the obligatory designer bow at the end of a runway show. Interviews are conducted through fax and the Maison Margiela only speaks in 'we' terms. The brand carries itself in a very understated manner (until this H&M collection perhaps?). The clothes, however, are everything but understated.

I have to say, compared to previous collaborations, this collection is by far the best. The collection consisted of undiluted re-edition pieces from the archives and the quality beats out all other H&M collaborations. Sweaters and blazers were made from 100% wools and cashmere. The faux fishnets were a nice thick spandex that did not stretch out to a sheer unsightly distorted mess. Quite frankly, I have given up on H&M awhile ago as the quality is so low and the super synthetic nature of many of the garments (materials & finishes) fuels fears of spontaneous combustion.

In terms of promoting meaningful sustainable 'conscious' consumption this is H&M's best effort, which I feel was not their intention. While the collection was not made from environmentally-friendly materials, they were high quality, 100% fibres and not blends and I do not fear the typical unravelling of H&M apparel within a few wears/washes. Not to mention the [un]wearable nature of MMM designs. A lil' bit awkward. a lil' bit odd. not just boundary pushing but out of bounds amazing. MMM is not for the faint-hearted. Which is what makes these pieces life-timers. You don't buy Margiela and throw it out. You keep it for a very long long time.

High quality, well made, well designed clothing is sustainable. There is so much more to sustainability than environmentally-friendly materials. There is more gray when it comes to sustainable/ethical clothing than black & white right now.

This collaboration was perhaps a true shot at fashion democratization. A chance [democratization] for anybody really to own a MMM piece and not some watered down knock-off version. So while some might question exactly what we've bought into, for once I actually felt okay buying into this.

Some of my favorites from the collection.