We Margiela

We Margiela tells the untold and intimate story of the enigmatic and singular fashion house Maison Martin Margiela. For the first time co-founder Jenny Meirens and members of the creative team that formed the heart of the house speak about the creative processes and unique philosophy of Margiela. Their stories, told through detailed and intimate interviews, give unprecedented insight in the genesis of one of the most influential fashion houses of our time. The film investigates the legacy of Margiela and its relevance for fashion and authorship today. The unique innovations of the house, such as anonymity, re-usage, 'we' versus 'I,' and replica versus copy, turn out to be central concepts of our time. As the history of the house is told in parallel to the creative development and financial growth of Maison Martin Margiela, the film unravels notions of creativity, authorship, and financial return in our neoliberal times. However, the insights of We Margiela are not self-evident. Interviews will reveal that many, now iconic images and notions of the Maison came into existence by coincidence and intuition, not preconceived concepts. The house was managed by strong gut-feelings and a deep pleasure in taking creative risks. As co-founder, Meirens states: 'When you want to please others and everyone, you will get nowhere. I think you have to diversify yourself from others. In the long run, it will give you the freedom not to answer to the system.' Ultimately, Maison Martin Margiela, was one of the earliest contemporary avant-garde fashion houses to succumb to the pressure of financial growth. After the selling of the house, the founders retired almost immediately from public life. Both employees and aficionados were left disillusioned. Meirens and Margiela never spoke to one another again.