MAISON MARGIELA INTRODUCES “LINE 2” CULTURAL DIVISION

In a bold reimagining of its brand identity, Maison Margiela has launched “Line 2,” a fresh creative platform dedicated to cultural and artistic collaboration, what the brand cryptically dubs a line of “intangible products.” This marks the first expansion beyond its established numbered system of product categories, aiming to deepen narrative and communal resonance rather than just retail offerings.

The inaugural project under this initiative is an installation by Korean artist Heemin Chung paired with sound designer Joyul, which will open at Margiela’s Seoul flagship coinciding with Frieze art fair this September. CEO Gaetano Sciuto emphasizes that Line 2 seeks to offer “connection” over consumption, positioning these cultural activations as meaningful experiences in their own right.

Since Glenn Martens’s appointment as Creative Director in early 2025, Margiela has taken clear steps toward a more expansive artistic vision. Martens’s own debut collection, rooted in the house’s Artisanal legacy but rich with his personal Flemish and gothic influences, served as a powerful foundation. His first Artisanal show sealed via his emotional balance of archival respect and expressive modernity, signaling that Margiela is ready to broaden its conversation beyond fashion itself.