Is avant-garde Belgian label Maison Martin Margiela set to be the next designer brand to collaborate with H&M?

Is avant-garde Belgian label Maison Martin Margiela set to be the next designer brand to collaborate with H&M

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UPDATED:

21:58 GMT, 11 June 2012

Maison Martin Margiela has been tipped to the next designer brand to collaborate with H&M.

The Paris-based label, whose elusive Belgian founder left the company in 2009, is much revered in the fashion industry for its avant-garde aesthetic.

And though it does not share the same megabrand status as past H&M collaborators Versace and Jimmy Choo, a cut-price collection would promise to enjoy the same kind of success if the excitement surrounding the rumour is any indication.

Martin Margiela

Martin Margiela

Cut-price line Maison Martin Margiela, tipped to be the next label to
collaborate with H&M, is much revered in the fashion world for its
avant-garde aesthetic

Though the retail giant is yet to confirm the news, the industry is abuzz with the prospect of the chance to buy Margiela at H&M prices.

First reported in WWD, it was quickly picked up a number of other fashion news outlets.

Grazia Daily wrote: 'We're impressed to see the Swedish high-street chain mixing it up by going down the avant-garde route.'

And Racked commented that the unlikely rumoured collaborators could be a good fit, because 'the disposable nature of H&M clothing actually kind of lends itself to quirky pieces that are fun to dress up in once or twice but aren't going to make up the bulk of your wardrobe.'

But some fashion insiders argue that a mass-produced line is the antithesis of everything Margiela stands for, and that his style signature may not translate well on a budget.

'Teaming with H&M shows they want to raise public awareness
to the house, and that’s a big step for the label'

NYMag.com wrote: 'Deconstructed designs can look
amazing when they're well-made from high-quality fabrics, but when
they're not, they can just look, well, shoddy.'

Gabriele Hackworthy, fashion director
at Harper's Bazaar UK, believes that a large-scale collaboration would be a major departure for the Margiela label.

'It is a surprising collaboration,' she said. 'Historically, Margiela has cultivated a mythic quality to their brand.
They’ve never advertised or aspired to communicate in a mass-market way.

'Mr Margiela had always remained
elusive. Teaming with H&M shows they want to raise public awareness
to the house, and that’s a big step for the label.'

Coveted: A Margiela line promises to spark the same kind of demand as the Versace for H&M collection did at London's Regent Street store last autumn

Coveted: A Margiela line promises to spark the same kind of demand as the Versace for H&M collection did at London's Regent Street store last autumn

Mr Margiela himself, 55, is widely
considered to be the seventh member of the 'Antwerp Six', a group who
graduated from the city's Royal Academy of Fine Arts in 1981 and put
Belgian fashion on the map.

Famously publicity-shy, he is very rarely photographed, and labels his work anonymously with a chart of numbers in lieu of a tag.

The Maison Martin Margiela label was acquired by Diesel owner Renzo Rosso in 2002, who announced in 2009 that 'Martin has not been there for a long time.

'He is here but not here,' he said in a statement. 'We have a new fresh design team on board. We are focusing on young, realistic energy for the future; this is really Margiela for the year 2015.'

When asked about a collaboration with Maison Martin Margiela, a spokesman for H&M told MailOnline that they 'cannot comment on rumours at the moment.'