Maison Martin Margiela for H&M 2012 Fall/Winter Collection Launch Recap

Hosted in a formerly abandoned industrial building at 5 Bleecker St. in Manhattan, tonight marked the launch event for the much anticipated for H&M 2012 fall/winter collection. Having taken a look at the pieces, the event brought the comprehensive menswear and womenswear collection to the forefront through a multi-sensory and collaborative evening. Hosted across the various nine floors within the historically rich building off Bleecker St., the event welcomed installations and artwork from the likes of, Noémie Goudal and Frederique Chauveaux. Each installation and piece of art not only culled influences and over aesthetics from the Margiela range, but also seamlessly blended into the character of the building itself in which the event took place. Foregoing a traditional runway presentation, each of the pieces were displayed through elaborate choreography by Anne Teresa De Keersmaeker’s dance company Rosas in which dancers wore the collection while dancing atop a stage of pure white sand. With no shortage of cocktails and hors d’oeuvres to go around, the unique event also welcomed a plethora of VIP guests, a few including Kanye West, Sarah Jessica Parker, A-Trak and Julianne Moore among others.

Photography: Hypebeast

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