MMM for HM

More and more pictures of the Maison Martin Margiela collection for H&M are being published. The good thing is…that it is very Martin Margiela. The bad thing is…that it is very Martin Margiela.

I am not really sure if this collection will be very successful for H&M. I guess lots of people who will buy the collection will be outside of the normal H&M customer base. Overall, I think there are some very beautiful pieces in there.

Blog Update -> H&M Life Video from the MMM launch event in New York

For those who don’t know Margiela – fashion’s invisible man:

Martin Margiela is a Belgian fashion designer, who graduated in 1980 from Antwerp’s Royal Academy of Fine Arts along with Dries van Noten and Ann Demeulemeester.  After working as freelance designer and as assistant of Jean Paul Gaultier, he launched his own label in 1989. He became know for his eccentric fashion statements and the art of deconstruction, a movement started by Rei Kawakubo from Comme des Garcons against the luxurious fashion world. It came as a surprise to many in the fashion industry, when he was appointed creative director at Hermes in 1997, staying in that role for 6 years.

Martin Margiela  himself has always maintained an extremely low profile. He didn’t make designer profile pictures and remained backstage after all his shows. This level of mystery is what made the label distinctive from the many press & celebrity loving brands out there. The trademark consists of a piece of cloth with the numbers 0-23. The badge is attached to the inside with just four little white pick stitches.

The label was bought by Diesel in 2002 and in 2009 Margiela officially left Maison Martin Margiela. The design team has continued designing true to the label’s father and they have kept the mystery around it alive,  but at the same time managed to make it more acceptable to a broader audience like the house’s first perfume UNTITLED launched in 2010.

More fashion insights on Martin Margiela can be read in this article from The New York Times. Visit Maison Martin Margiela.

No5 mystery…

“It’s not a journey. Every journey ends. We go on. The world turns and we turn with it. Plans disappear. Dreams take over. But wherever I go, there you are: My luck. My Fate. My Fortune. Chanel No5, Inevitable.”

The mood of the video is really beautiful, simple and graceful. The words are very inspiring. But somehow, I can’t put it all together. Who is this companion always with Brad Pitt wearing Chanel No5? I didn’t think Chanel No5 was the favourite perfume of Angelina Jolie. The mystery is not fully resolved if you ask me, or maybe I am analysing it too much.

STYLECARD – graphic print pants

It feels like I’ve been neglecting Sofischoice a bit (sorry!) and I definitely need to start sharing more stylecards again!
I am really loving the jumper trend this season and the graphic print pants (sublimely mastered by Prada). Here is my take on it:


PS – what do you think of my new bracelet from Fashionology. Loving it!

Is it a bag? Or a hula hoop?

That was the question last week during Paris Fashion Week when Karl Lagerfeld sent a model on the runway carrying this huge bag in some kind of hula hoop construction.

“It’s for the beach, ” Lagerfeld explained. “You need space for the beach towel. And then you can put it into the sand and hang things on it.”

I am curious to see which fashion victim will be taking this to the beach…
I would recommend to leave it on the runway. Even if it is for practicality reasons. Seriously, how do you want to put this into your suitcase when you leave on holidays??