REVIEW: MAISON MARGIELA SPRING 2018 COUTURE

Posted on by Cameron Tewson

When I returned to designing, I was taken aback by how everyone was seeing shows through their phones,” John Galliano confessed to the press after the spring-summer 2018 couture show for Maison Margiela. If you can’t beat ’em, join ’em? Well, you can say that Galliano found a compromise for his initial frustration with the Insta-phenomen. A very, very innovative one. The audience members were asked to turn their cameras to flash throughout the show, which resulted in a totally unexpected experience.

Everyone captured their own images of fabrics of the high-tech garments as the models walked down the runway. “It’s quite scientific,” Galliano continued. “We recorded every moment of what we were making, then looked at the photographs and altered what we were doing according to the photos.” The reaction of polyurethane to camera flash works magic on holographic material that was layered over polka dots and artisanal chinoiserie jacquards. In other words, what you see in real life, looks (and shines) differently, when you compare it to digital shot of the same piece. Fashion, for goodness sake, is a dream! And Galliano knows that. If your pocket isn’t filled with a haute couture budget, it’s just the matter of time when the hi-tech concept hits Maison Margiela’s regular ready-to-wear.

About Cameron Tewson

Cameron Tewson is the editor and founder of frontrowedit.co.uk. The online media outlet which launched in 2012 was designed to share his thoughts and observations within the fashion & luxury industry. Rising through the ranks. Since leaving school at the tender age of 16, Cameron has consulted for leading global organisations and has been named one of the 7th top influencers to follow as well as a 30 under 30 rising star in the UK. He can be found instagramming at @camerontewson View all posts by Cameron Tewson →