Everyone wants their piece of the e-commerce pie these days, so why should avant-garde designers be any different? On October 1st, the Maison Martin Margiela e-boutique will be open for business; powered by YOOX. Of course, as you would expect, Margiela is not going to launch just another cookie-cutter web store. The new website will be an X-Ray version of the old Maison Martin Margiela website, meaning, and I quote, “what was positive becomes negative and black replaces white” with an MS-DOS font to complete the vision.
The new boutique is set to be stocking Maison Martin Margiela’s Fall 2010 collection. Along with limited edition denim jackets which are an interpretation of MMM’s “5 zips” leather biker jacket.
Federico Marchetti, Yoox founder and CEO, says of the project, “We are creating the most visible store in the world for the ‘most invisible designer’.”
[WWD]
