Maison Margiela Extends Its House Codes
Deconstructive design, extended through eyewear, the runway, and archive projects.
Maison Margiela and Gentle Monster are presenting their fourth eyewear collaboration. Unveiled on October 29, the collection consists of 68 styles centered on distorted frames and deconstructed details. From the eyewear collaboration to Glenn Martens' runway and global retail, we look at how Maison Margiela is expanding.
Eyewear Reinterpreted with Gentle Monster
Themed around deconstruction, the collaboration presents 43 sunglasses and 25 optical frames. Through frames that appear warped, exaggerated volume, and leather-wrapped designs, it reinterprets familiar eyewear shapes. The temples feature Maison Margiela's signature four-stitch detail, and the campaign film was directed by Alex Fraser.
Collaboration pop-ups are also running in eight cities, including Seoul, Tokyo, Shanghai, and Beijing. It's an approach that conveys the collection's concept not only through product but through film and space.
SS27, Combining Structure and Deconstruction
Glenn Martens' Spring/Summer 2027 collection was built around the theme "Hard and Soft." Corset panels were applied to trench coats and jackets, and structured tailoring was combined with soft draping. The collection also featured a bodice dress made from flattened silverware and knit tunics woven like fishing nets.
Transforming the structure of existing garments and changing how materials are used is a design direction of Maison Margiela that can also be seen in this eyewear collaboration.
Beyond the Collection, Toward Global Touchpoints
Maison Margiela presented its Fall/Winter 2026 collection in Shanghai. It was the first time the house held a seasonal collection outside Paris, combining couture and ready-to-wear into a single show. It then continued with projects in Beijing, Chengdu, and Shenzhen exploring the house's key design codes, including the Tabi, masks, and white painting.
According to OTB Group's 2025 results, Maison Margiela's revenue grew 8.4% year over year. Alongside its global store expansion, the touchpoints for experiencing the brand are widening through collections, archive projects, and eyewear collaborations.
EDITORIAL SMALL TALK
Maison Margiela is extending its deconstructive design beyond clothing into eyewear, exhibitions, and collaborative content. Its approach of maintaining the house's core design codes while meeting new customers through products and spaces is worth referencing when considering brand identity and market expansion together.
