Shrouded in anonymity, Maison Martin Margiela gained renown throughout the world of haute couture as elusive and genius. Working from scratch, MP Creative crafted a visual identity for a luxury brand that famously eschewed having one, translating Margiela’s uniqueness into the language of high street fashion, all while remaining true to their iconoclastic spirit. In this campaign, we revealed that the enigmatic house shared a core identity trait with H&M – a refusal to play by the rules.

Drawing on her own video work, visual artist/ director Sam Taylor-Johnson’s short films featured everyday scenes of Paris pedestrians, now rendered beautiful and uncanny through fluid motions juxtaposed with jarring effects and surreally amplified soundscapes. These concepts in turn served as the starting point for the print campaign.