John Galliano - Designer

John Galliano Opens Up
At Maison Margiela, the designer—one of fashion’s most virtuosic (and controversial) talents—is designing in the present tense.

OPPOSITE AN orthopedics store and a scruffy bar in Paris’s 11th arrondissement sits an old convent building, its facade saturated with decades of grime. Across a cobbled courtyard lined with old latrines, a few flights up a stone staircase, is a rambling room decorated with antique eccentricities—from a vintage model ship to an articulated mannequin—like an attic of curiosities pilfered from Miss Havisham’s house. Into this room bounds a Brussels griffon, followed by a man wearing an odd assemblage of long trouser shorts, sneakers, a yellow T-shirt and a wool sweater slightly unraveling at the collar. “That’s Gypsy,” he announces. “She’s a recovery dog. I never had a dog before—it was just very good for me to be responsible and to not always think about myself.” He chuckles happily.

This is John Galliano, and he could not have chosen a more fitting place to hole up, if that is what he had intended to do. For the past three years, Galliano, 57, has been creative director at Maison Margiela, the fashion house founded in 1988 by avant-garde designer Martin Margiela, who elevated privacy to performance art: Only a few photographs of Margiela are known to exist, and he often veiled the faces of models in his runway presentations, or forwent humans altogether to show his clothes on stark clothes hangers. “Anonymity: A reaction against the ubiquitous star system, the desire to let the ideas do the talking,” reads an official Margiela “glossary” from 2009. In 2004, Maison Margiela took over this 18th-century building, whitewashing the crumbling interiors in keeping with the designer’s affinity for white, both for its cleansing properties and because it highlights imperfections. The space is just four miles but a world away from the primly perfect dove-gray hallways at the Avenue Montaigne headquarters of Dior, which Galliano helped build into a pulsing $1.1 billion empire—until he was fired days before the fall/winter 2012 show when a video of him drunkenly making anti-Semitic remarks at a Parisian bar became international news.

It would be easy to conceal oneself within Margiela’s cloistered heritage, but Galliano has nothing to hide. He says he has been sober for nearly seven years—he attended rehab after losing his post—and in that time has tried to face his demons head-on.

“I said what I said. I didn’t mean it,” he says now. “And I continue to atone. Some people have forgiven me, and some people will never forgive me. But that’s something that I have to take on board.” He says he is also still grappling with legal issues stemming from the incident.

Before Galliano became a symbol of how the mighty can fall, he was a symbol of how the mighty had risen. Fashion, an industry that can sometimes seem as though it’s busy proving that nothing exceeds like excess, portrayed him as the apotheosis of romantic genius. He was appointed at Dior in the late ’90s, in an era when bold deal-makers like Dior’s owner Bernard Arnault, the architect of luxury conglomerate LVMH , had discovered there was a fortune to be made by applying the go-go strategy of M&A to the antiquated luxury world.

Galliano was the perfect creative partner, his Vesuvian imagination and virtuosic technical abilities unleashed by burgeoning budgets. He became the ultimate celebrity designer, paparazzi’d during nights out with supermodels like Kate Moss and Naomi Campbell, his long hair braided into plaits, his body buff and tanned. He delighted fashion editors with the imaginary tales behind his collections, told in a dizzying array of accents—jumping from the diction of a Shakespearean actor to “mockney” slang to his native Spanish to upper-crust French. He even supplanted his fabled predecessor, calling the line Christian Dior by John Galliano and taking runway bows as theatrical as his catwalk shows: dressed as a matador with pink stockings or a pompadoured astronaut or Napoleon. The French emperor, though, found Versailles too extravagant; not so Galliano, who staged Dior’s fall/winter 2007 haute couture show there in celebration of Dior’s 60th anniversary. Four years later, it was all gone: Galliano’s gilded fantasia vanished in a cloud of ignominy.

“I’m not God. But I realize that now,” says Galliano, who these days wears his dark hair pulled back by a simple black head wrap instead of the crown he once rakishly cocked for a photo shoot. “Whereas before I would self-will and self-will and self-will. When you are driven by perfection, you miss out on something beautiful that happens in between that is unfinished—that does have emotion that is relevant in this house,” he says, referring to Margiela’s appreciation for experimentation.

When owner Renzo Rosso first approached Galliano in 2013 to take over Maison Margiela—the founder had officially retired in 2009—Galliano’s response, he says, was “ ‘What?’ I didn’t get it at all.” (The Italian fashion impresario knew the designer from having manufactured the children’s line of Galliano’s eponymous brand.) He turned down the offer several times, but the persistent Rosso slowly seduced Galliano by taking him cruising through the Greek islands and the French Riviera on his motorized yacht, the Lady May. “I just loved the idea of working with this guy, the most important designer in the world,” says Rosso, who was unfazed by Galliano’s controversial history.

In 2013, he convinced Galliano to visit the Margiela headquarters when it was empty one Saturday night in August, and the building on rue Saint Maur finally won Galliano over. Upon entering, “I felt good—the beautiful decay, the peeling paint,” he says. “I had become so f—ing polished and so finished. Suddenly that rawness and emotion appealed to me, because I was feeling raw and emotional.”

Galliano immediately set about reorganizing the fashion house into the strict pyramidic structure he had mastered at Dior: a high-flying couture collection that garners attention and sets the tone for the ready-to-wear collections, in turn informing the commercial collections, the bags, the shoes and even the beauty lines. “It’s the only way I can work,” he says. “I was really honest [with Rosso]. I need to express myself—the parfum that can then be diluted into the eau de parfum, the eau de toilette.”

“John said to me, ‘I am a couturier,’ ” says Rosso. “I am very happy with that. A designer can just do a collection, but a couturier can dream and invent something that doesn’t exist.”

COUTURIER, God, that sounds grand,” says Galliano, laughing at himself. “I’m a dressmaker. There aren’t many of us who can cut, make patterns, drape.”

Galliano’s extraordinary skills have been his solace and his redemption: Just three months after he left Dior, he was slated to make Kate Moss’s wedding dress for her 2011 marriage to musician Jamie Hince. Without access to an atelier, he was left on his own to create the creamy confection, which featured a skirt of delicately embroidered feathers that appeared to have been dipped in gold sequins: “He sewed every sequin onto that dress himself,” says Condé Nast artistic director Anna Wintour. “People don’t make dresses the way that John does anymore.”

While Maison Margiela has shown haute couture since 2012—an offshoot of Margiela’s Artisanal project, through which recycled and vintage materials became one-off follies, such as leather sandals transformed into a lacy vest—it had become known primarily as an upscale contemporary line, serving reworked staples from the house repertoire. Galliano seized on the Artisanal idea, bringing gifted couture seamstresses to flesh out the Margiela atelier and installing longtime loyalists as his top deputies in the design studios. But how to apply Galliano’s taste for fantastical fairy-tale gowns to Margiela’s conceptualized versions of streetwise boots, sweaters and trench coats?

While Margiela was known for purposefully awkward elements such as the jutting, padded shoulders on his jackets and dresses, or massively oversize coats, Galliano had made his name with a liquid-like bias-cut gown, in which a single piece of fabric is sliced against the grain so that it wraps languidly around the body like a second skin. It’s dressmaking’s triple axel, enough to confound its cutter—and ruin yards of fabric—if not done with precision. But an early meeting with Martin Margiela, during which the designer said, “Take what you will from the DNA of the house, protect yourself and make it your own,” helped ease Galliano’s anxieties about melding their sensibilities.

“It’s exhilarating for me to be inspired by outerwear or a ski jacket. It’s not always a fabulous ’50s couture gown shot by Mr. [Irving] Penn,” adds Galliano, who was surprised to discover he and the reclusive Margiela shared an interest in 17th-century French literature and 18th-century costume. They also employed similar techniques, particularly early in their careers: “Bricolage, recycling, inside out, upside down—that’s kind of what you do when you are a young designer,” he says. “You destroy, you construct, you reveal.”

One of the ongoing motifs that emerged from this impulse is something Galliano calls décortiqué—the reduction of a garment to its inner skeleton, both a witty reference to Margiela heritage and a display of Galliano’s technical wizardry. Along with other themes (which he has given such names as “unconscious glamour” and “dressing in haste”), it appears throughout his couture and ready-to-wear collections as well as Avant-Premiere, which entails broader offerings. (Prices range from $184 for a T-shirt to $8,585 for a coat.) He has even turned out the bias cut in stiff tweed.

Deconstruction has been a preoccupation for Galliano from the beginning: His first Dior dress, famously made for Princess Diana’s attendance at the Met Ball after her divorce from Prince Charles in 1996, was a navy silk bias-cut slip, which Galliano constructed with an interior bustier to protect her royal modesty. But when Diana arrived at the gala to greet him and co-chair Liz Tilberis, “We were like, Oh, my God—she’s torn out the corset,” he remembers, leaving her décolletage scandalously exposed under the negligee-like lace straps, though the other guests—and, until now, Diana fashion historians—remained none the wiser about her last-minute alteration. “It was a reflection of how she was already feeling: liberated.”

Although Galliano himself seems to feel freed by his new home away from the spotlight, he is determined to remain respectful of Margiela’s legacy. He knows firsthand how sensitive it is to take on a living designer’s house, having lost his own eponymous line, which he had founded in 1988 (91 percent–owned by LVMH, it is currently designed by Galliano’s former right-hand, Bill Gaytten). “It was like losing one of your children,” he says. “A lot of work had to be done to stop me from doing anything silly.”

He pauses and looks away. “I was killing myself anyway—it was a slow death,” he continues. “I didn’t realize I was killing myself. I was completely in denial. You think you can deal with it and cope with it, and [you tell yourself] it’s just the creative pressures, and every excuse. The insidious disease that creeps up and takes you over, and I was too weak.”

“We all knew he was going through troubled times. And we tried to look after him,” says milliner Stephen Jones, a longtime collaborator and friend, who points out that for years Galliano was designing 15 collections annually, a rare feat in the industry. “He dealt with it extremely well for a very long time, and it became a huge success. But he was very much in the eye of the storm of fashion.”

The workload was notable to many. “He is such a perfectionist,” says Wintour. “He had the inability to delegate or let go. The job was almost too mammoth—it was the volume of work, and he was so particular about everything.”

“I was just afraid to say no to Mr. Arnault,” Galliano now admits. “I thought it was a sign of weakness and that I would lose my contract. How dumb. You know, when work becomes more important than your health—the work came first at the risk of everything. Health, relationships, family—ruthless. That’s how sick I was. And your world becomes the bottle, the drugs, the ups and the downs.”

He has been able to forgive himself by re-examining his life: the move to England from Gibraltar at age 6, growing up as a closeted homosexual in a strict Catholic family in South London, bullied at school until he found his way to St. Martin’s School of Art. “You see the little Juan Carlos Galliano-Guillen—what happened to him? That poor thing. And that’s where you start to be able to handle it. Because you become this—whatever I became.”

These days, he attends regular AA meetings and retreats four times a year to a wellness center in southern Spain following each fashion show. He’s home every night, he says, at his Marais apartment with longtime partner Alexis Roche, and spends weekends at their country house in Auvergne with their two dogs, pacing his workload according to a concept he calls “step by step.”

“Seriously, I just didn’t get that before,” he says. “Or living in the present—I didn’t understand. It took a long time to get that life is this, now, what we are doing, not my head stuck up my own *** thinking about 2020.” He also maintains a mostly macrobiotic diet, though his taste for cigarettes and coffee are unabated—as is his joyfully wicked laugh.

“Recovery is an amazing journey to go through—to be given a second chance at life, and to regenerate creatively,” he says. “I’m happy to talk about it, because I think it’s nice to hear that you don’t lose it all—that you can’t paint and you can’t write and you can’t sing, because it’s not true. You can. It’s actually more intense, the levels of creative highs. I guess it’s because you are more aware of them as well. Because you are just so electric—all the good things that I love about this industry, the process—oh! It makes me jump out of bed in the morning.”
wsj
 
continued...
His name is also being reintroduced to the annals of Dior, though since that fateful day the news broke he has never again spoken to Arnault or the then-president of the brand, Sidney Toledano (“My calls were not accepted,” he says). Pieces from his 15-year tenure at Dior were included in the brand’s sweeping exhibition staged at Paris’s Musée des Arts Décoratifs last year, a moment that was more emotional for Galliano than he anticipated. “It’s quite wonderful that they are letting [my designs] be viewed, because for a while they were locked away,” he says. “It’s really nice to see the old girls getting an airing.”

His slow-and-steady approach at Margiela is also taking hold: For this spring, the house launched a new bag, the Glam Slam, a pillowlike creation that was introduced alongside a travel-themed collection with the sly implication that it could be used in lieu of a neck cushion on long-haul flights. January marked his first men’s show, and eventually he will tweak the look of the Margiela stores, of which there are 60 worldwide (the brand is also sold at retailers like Barneys, Saks, Nieman Marcus and Net-a-Porter/ Yoox ).

Rosso’s strategy is not to pump the brand for profits. “It’s a niche brand,” he says, explaining he has already seen double-digit growth. “I want it to have product with real passion, not become the biggest brand in the world.” He doesn’t anticipate that it will more than double in size from its current position (about $160 million in revenue, versus the $5 billion in revenue for a mega-brand like Chanel). “It takes time for the old pyramid to filter through and for people to appreciate it,” Galliano says. “The buyers want to know that you are serious—when they come to the showroom, they don’t want to just hear ‘Fab show’; they want to see what effect you’ve had.”

In the meantime, he’ll be in his drafty studio with “the kids,” as he calls his design assistants, where they are doing fittings for the fall/winter 2018 couture show. He’s been seeking inspiration from all sides, including from “Insta-glam” muses that he finds on social media, or his own experiences, such as throwing on a trench coat tied with a leather belt over a tracksuit to walk the dogs at midnight. “Is it music, is it a film, is it a painting? It’s life—being a little bit more connected,” he says. “It’s the idea of proposing a new glamour, though I never want to be so arrogant to think I could arrive at it—that doesn’t interest me. But the process does interest me and my team.”

He watches his fit model stride across the room wearing the beginnings of a chinoiserie coat redone in a reflective material that creates a holographic, X-ray effect (inspired by a recent viewing of the Blade Runner remake—“Major!” he gasps in operatic tones). As she walks, the material gently floats, and he clucks approvingly. He nods and says quietly to himself, in time with her sashaying feet: “Step by step.”

wsj
 
Very good article.

Im happy for him, of course his fashion now is not great like used to, but I guess that being a creative director in a house like MM can teach a lot of things to someone like Galliano. Im really interested in what gonna happen when he leaves the house, I think that a new and powerful Galliano will rise. If that happens I will take his job at MM as purely "fashion exercise" and not as whatever this is that he is doing now.
 
I am happy living in his epoque and enjoy his fashion fantasies wich always injected live and energy to my life his come back was sn example of how vice can destroy you because we all live in a world of vice and redemption is a bless just for blessed
 
John really looks good these days.
Very interesting interview as always with him.
While i can understand their position as they have tried their hardest to help him before the debacle, Mr Arnault and Mr Toledano can maybe a little bit open their arms to John.
He did wonderful things for them and his work will be forever associated with the name Dior. Our idea or expectations from Dior came from Galliano.

Reintroducing his work was a good start but i hope that they will accept to discuss with him soon.
 
While i can understand their position as they have tried their hardest to help him before the debacle, Mr Arnault and Mr Toledano can maybe a little bit open their arms to John.
He did wonderful things for them and his work will be forever associated with the name Dior. Our idea or expectations from Dior came from Galliano.

Reintroducing his work was a good start but i hope that they will accept to discuss with him soon.

I think it was purely a necessary business decision, Lola. They had to distance themselves from him completely in order to keep their clients happy, some who were furious over what had happened.

I think once the bad taste in their mouths goes away, they will all sit down and have a civilized lunch where they will reminisce of their great times together, rebuilding Dior. At least I'd like to believe that there will be closure. :flower:
 
Maison Margiela 'Mutiny' Fragrance - Vogue Spain November 2018

Google translate:
In 2014, John Galliano entered the headquarters of Maison Margiela in Paris, a building that has lived almost as many lives as he himself (before reincarnate in atelier was convent and school of industrial design), converted into his new creative director. After a year letting himself be wooed by Renzo Rosso, president of the group Only The Brave, had accepted at last to take the reins of the cult firm founded in 1988 by the enigmatic designer Martin Margiela, e try to make his DNA his own. There was who He did not understand the play. In the end, What did the elusive Margiela have to do with with the excessive Galliano? How it seemed the non-conformist avant-garde of Belgian to the theatrical drama of Gibraltar? Four years later, time and Galliano's colossal talent have given him the reason to Rosso, and Maison Margiela grows to an annual rhythm of two digits. When entering the building, first thing what is surprising is the contrast between the sill of doors, floors and moldings with aseptic aesthetics, almost laboratory, that reigns in the decoration. All the employees de la maison dress white coat, and John Galliano, who wears his hair in a bun, is not an exception -Under it is guessed an impeccable suit-. But in the office where he receives Vogue, Maximalism asks for turn. The stay it's a kind of curio cabinet where art works, memories, Flea market finds, antiques and simply unclassifiable objects. After overcoming the temptation to ask him to tell the story of each and every one of they, the talk is brought back to the motive of this meeting: the launch of Mutiny, the first perfume that the Briton has developed for Maison Margiela, and that celebrated its coming out last September during the transgressive parade of spring-summer 2019 of the firm.

I've been looking for different ways for a long time to express a new kind of glamor, and the challenge of defining olfactory the Margiela woman is part of that exploration, "he explains. «It is an essence strong, very present: notes if who the I had been in the room even when he has already left ». From the bottle or the packaging to, of course, the aroma of the fragrance, Mutiny is consistent with the language and the codes that Galliano uses to create your collections. A representative example: in an almost alchemical process that he resisted years, the master perfumer Dominique Ropion adapted the technique most used by the designer, the décortiqué (reduce a garment to his skeleton) to deconstruct the essence of the nard in notes individual, and rebuild it again with a totally new result. If this does not It is haute couture of perfumery, nothing is.

The name of the fragrance, which translates by 'riot', it's quite a statement of intentions. Galliano looks ignite the spark of a rebellion against outdated conventions and traditional roles of gender, and for this he has chosen six ambassadors ("my mutinists") who represent a non-binary femininity and they defend values such as nonconformity, individuality or diversity. Between them are the actress and singer Willow Smith, the intersex top Hanne Gaby Odiele or the model Transsexual Teddy Quinlivan. "We want create a platform where people can share experiences that show them that there are many more people in the same situation. I think that would be something very positive, "says Galliano. Speaks own experience: "I wish they had social networks existed when I was Teen. I thought it was the weird, that there was no one else like me in the world. After all, that was the information I received from my family or at school ». In addition to his activism, Galliano was the millennial generation fascinates by its form to understand fashion and self-expression: «I am inspired by the way they 'Curate' your look, that glamor thought for the square format and the followers ».

Instagram also gave him a foot to create one of his most recent collections disruptive: in its 2018 summer parade of Artisanal (the haute couture line), the clothes looked one color with the eye and another with the phone camera due to the use of a reflective fabric that reacted to the flashes. It has been one of the great momentazos (with permission from Rihanna dressed of papisa at the gala of the Met) of his' era Margiela ', where he has managed to give continuity to the legacy of the Belgian while remaining faithful himself not a single minute. Shortly before that Galliano joined the firm, the two were once to tea, and the meeting ended up lasting six hours. «I learned a lot about him, and that I had documented thoroughly, "he says. For once in my life I kept quiet and I just listened. And he, who has that kind of incredible aura, he spoke and he spoke ... It was as if he gave me his blessing » The truth is that their paths have already they had crossed before: in the eighties, both they frequented London clubs like the Taboo, and on another occasion they shared floor for a few hours. «It was at the beginning of my career. I came to Paris to present a parade, but I had no financial means, and Martin left me part of an apartment to prepare the collection, do the casting, etc. He worked on one side of the floor and I in the other, and I remember putting tape adhesive on the lock and around the door so we could not look inside », he remembers smiling.

At 57, Galliano is seen today more connected, more present. As sewing, has discovered another facet of yes very receptive to embrace the unexpected. «Now I understand that the process of work can be as beautiful as the result final », he admits. It's not the only thing He has changed in his life. Because although we are not allowed to ask about the elephant in the room, probably there is not a single person in the industry that do not know why the Briton He was expelled from the throne of fashion seven years ago today. The past sometimes comes back to torment us, but it does not seem That is his case. "I'm very happy. I am happy, "he says. I do not know what the future, but I'm focused on the day to day, in the step by step; that concept that never I had understood before ». And now what understands? "Oh yeah. I believe so".

As a closing, the designer shares A memorable olfactory memory. «Do you want to hear a story? Have what to do with Spain », advances. And his mind moves to April 1 that happened years ago in Seville, where did you travel to get reacquainted with his Spanish roots after death from a very dear friend, and ended up being witness of the "sacred act of dressing" of the bullfighter Miguel Abellán before a bullfight. «When entering the room, the first thing that I noticed it was the smell of wood. Then the clock. TIC Tac. And silence. Miguel appeared in coat; below it was totally naked, He looked like a god. Jacinto, his dressing room, was going giving the garments: stockings, bowtie, cap. There were two suits of lights, one pink and another black and white. He asked me to choose one, and I chose black and white. They called to the door. His father entered with him walking stick. He looked at Miguel and said: 'Why have you put on that suit? ' I was in a emotional roller coaster. Then Miguel He invited me to go to the square in his van, with his gang Suddenly, the smell of bulls, testosterone Finally, he asked me to pray with him and I accompanied him to the chapel; was how to be in the Take a Bow video clip, of Madonna. I can never thank you enough that experience, because the sensations and the courage that he transmitted to me they made me stronger "• M. Contreras
vogue spain digital edition
 
He must be busy in Margiela ateliers these days it would be so nice see the way they works there
 
The Future of Maison Margiela

Can the revered label owned by Renzo Rosso’s OTB build a sustainable business?

By Laure Guilbault July 29, 2019 05:18

PARIS, France — John Galliano’s most recent Artisanal show for Maison Margiela reeked of revolution. The designer dismembered what the press notes called “the clichés of couture” and showed his creations on a parade of men (and a few women) in a continuation of his anarchic experiments with gender, electrifying the audience at the long-time design studio of what has always been one of fashion’s most mysterious, most avant-garde and most revered labels, known for its insider currency.

And yet, despite its storied past and the arrival of Galliano — a present-day genius among designers, who joined the label in 2014 — Maison Margiela has not turned a profit since Diesel founder Renzo Rosso acquired it back in 2002 from Mr Martin Margiela and his business partner Jenny Meirens.

At the time, Rosso was attracted to Margiela’s high-fashion cachet, which helped to provide a halo for OTB, the holding company through which Rosso controls Diesel, a multi-billion-dollar denim-maker turned lifestyle giant, along with Marni, Paula Cademartori and Viktor & Rolf.
“He had a crush on the brand,” said Benjamin Simmenauer, a professor at the Institut Français de la Mode. “There was no accounting rationale [to the acquisition] but affinity and a way to gain credibility in luxury. Margiela was the most avant-garde brand in the world.”
“Renzo Rosso has diversified into higher end fashion in an effort to build on his success in the denim category and elevate his group,” added Bernstein luxury analyst Luca Solca.
In an exclusive interview with Rosso and Maison Margiela Chief Executive Riccardo Bellini, Rosso called the brand a “bijou” or jewel.

“It’s a brand that inspires the whole fashion world,” he said. “I could have expanded it, but I didn’t do that because of Martin’s philosophy, which was all about exclusivity and small distribution. I never told him what to do with the collection. I only gave him some merchandising suggestions.”

“Every year, I provided the financing to keep it alive,” continued the Italian entrepreneur, who has invested in the loss-making label for 17 years, long after Mr Margiela stepped down in 2008.

But as his anchor brand Diesel stagnates, filing for Chapter 11 bankruptcy in the US in March, Rosso may be under new pressure to grow the other labels in his portfolio, and push Margiela to turn a profit.

Already Margiela generated €200 million in 2018, accounting for 14 percent of total revenue at OTB, which hit €1.4 billion the same year. And management expects the brand to reach revenues of €400 million in the next five years, doubling the size of the business. Margiela is currently on track to achieve 45 percent revenue growth in 2019, following 25 percent growth in 2018 and a flat 2017. But the path to profitability won’t be easy.

Margiela certainly has a powerful, perhaps unrivalled, brand heritage. Belgian designer Martin Margiela, an Antwerp Royal Academy of Fine Arts graduate, established his label in 1987, after working as a design assistant to Jean Paul Gaultier. He impressed the fashion world with his very first collection, redefining the notion of luxury.

“There was a form of humility. His Artisanal line is the equivalent of couture, but he called it Artisanal because it’s made with the hands. Words were very important for him,” said Marie-Sophie Carron de la Carrière, chief curator at Musée des Arts Décoratifs (MAD) and the curator of “Margiela, Les Années Hermès,” an exhibition held last year at the museum.
Margiela’s codes, totems even, included the absence of a logo; the colour white; the concept of recycling; and, of course, anonymity. The designer famously decided very early in his career never to give interviews or reveal his face to journalists or the public, a move that has contributed to the air of mystery surrounding the house. He was also among the first to stage shows in unusual locations such as metro stations and empty supermarkets, far from the Carrousel du Louvre where most of the shows took place at the time. He turned objects such as plastic bags into tops, and champagne corks into pendants.

Along with Austrian-born Helmut Lang, Martin Margiela came to influence an entire generation of designers with his deconstructed magpie aesthetic. But just as mysteriously as he had come, Margiela exited fashion in 2008, leaving the label’s studio to design the collections without a creative director for five years. The designer assured Rosso that the transition would be smooth, as he had never shown his face and because his studio was highly capable. But the results were lacklustre, and sales suffered.

“You need a conductor,” said Rosso. “For me, the conductor was John Galliano, despite his difficult situation at the time,” he added, referring to Galliano’s spectacular fall from grace (and firing from Christian Dior) following racist and antisemitic rants he made in a Paris bar in February 2011. Galliano repented, and with the help of powerful allies like Vogue editor Anna Wintour refurbished his image. But Rosso’s decision was not without controversy.

Mr Margiela, however, approved: “You don’t want to hire a creative director but a couturier, and John Galliano is a couturier,” he said at the time, according to Rosso, who arranged a meeting between the two, at which Margiela famously gave Galliano his blessing and the license to interpret the brand in his own way. “Make it your own,” he said.
Galliano joined Maison Margiela in 2014, but it was a rocky start. Indeed, it took years for things to click. “After two and a half years, I saw the decortiqué,” Rosso explained, referring to Galliano’s technique of stripping garments to their bones in a way that was reminiscent of Margiela’s philosophy of deconstruction. “In that moment, I understood that we get it, that John had found his way into the Margiela universe.”

In recent seasons, Galliano has begun establishing his own codes at the maison, notably his exploration of gender fluidity, born from the intersection of the designer’s longstanding interest in sexuality; his penchant for decadence and rebellion; and the post-binary tendencies of a new generation of people.

“Sexuality and gender fluidity and not being concerned about male or female is something that has always been of interest to John, but never more so,” said Wintour in a video on the highlights of the Spring 2019 Paris collections. “This really triumphed at the Margiela show which really explored the idea of sexual identity in a very free way.”

“John in many ways captures the spirit of rebellion. It’s powerful platform for us, it’s a strong cultural currency,” said Bellini, who joined Margiela as CEO in early 2017. Recently, whispers circulating in Paris suggested that Galliano might be exiting the label, but the company firmly denies this. “I think John is very in love with the maison,” said Rosso.

“John is a key asset in our plan,” confirmed Bellini. “Couture at the top of our pyramid is a laboratory of unlimited creative experimentations where John and his team can express their best talents. Such experimentation ensures a constant flow of innovation which informs everything else we do.”

Margiela sells only a handful of pieces from its Artisanal collection, but uses the line as a halo for the brand’s ready-to-wear, leather goods and footwear (including the MM6 Maison Margiela contemporary line, which generates one-third of total revenue). For all non-Artisanal fashion lines, Margiela benefits from a partnership with OTB’s Staff International, a manufacturing and distribution company which also works with DSquared2, Just Cavalli and Vivienne Westwood. These categories, in turn, help drive appeal for beauty products, further down the pyramid, developed in partnership with L’Oréal.

To boost growth, the company is banking on a multifaceted strategy rooted in footwear, accessories, beauty, digital and retail expansion, with a focus on China.

Footwear and accessories currently account for 60 percent of sales. The company already has a strong presence in footwear, with iconic designs like the Tabi boot and Replica sneakers driving strong sales.

But Galliano has yet to create a blockbuster handbag for the label and is betting on a new genderless bag dubbed “Snatched” that was debuted at his latest Artisanal show. “Named after contemporary slang for good looks, the bag is a fold-over pochette with cut asymmetric angles and a handle through which the hand holds it in the manner of a snatching gesture,” says the brand in its marketing copy.

Beauty is another key area of investment. The retail value of the beauty business — which currently consists of two fragrance lines, Replica and Mutiny — is approximately €40 million. But Margiela plans to grow this with the launch of a gender-fluid cosmetics offering. “It’s one of the most interesting categories to play in,” said Bellini. “We see tremendous opportunity.”
Then, there’s the growing focus on digital sales. The brand’s direct-to-consumer e-commerce channel, which currently accounts for 10 percent of sales, is expanding by 50 percent annually.

Margiela also plans to grow its retail network, scaling from 60 to 100 stores in the next five years, with a focus on China. “The Chinese market is truly an opportunity because the new Margiela — being so fashion-forward, so modern in its message thanks to Mr. Galliano — it has a lot of traction with the Chinese consumer,” said Bellini.

Will the strategy work?
Mr Martin Margiela always looked up to Rei Kawakubo, the radical Comme des Garçons designer, because “her business was successful with no compromise,” said MAD’s Carron de la Carrière. Yet there may be a natural cap on how big a label like Maison Margiela can become without losing the sense of mystery and insider currency that is key to its attraction.
“Doubling the business is the maximum I want to do,” said Rosso. “I want to keep it cool and nice, not like other brands that are becoming giants. Desire and dream; I still have Martin in my head.”
quite an accomplishment to completely destroy everything what it stood for, sell out (h&m) and still be loss making
 
quite an accomplishment to completely destroy everything what it stood for

I totally agree. Someone has to explain to me the reasoning behind the choice of hiring a "couturier" and then force him to churn out yet another bag style that nobody felt the need for (or sneakers or perfume, for that matter).
I have previously said it on another thread, but I am afraid that Mr Rosso and his team are totally unfit to run a real fashion business (that is, not jeans and tacky tees), despite their apparent ambition and eagerness to. They just don't get it and simply follow the cookie cutter rules to try and make any fashion business profitable (again: bags, sneakers, perfumes...). Can such dumb strategy work for an eminently apparel-based business like Margiela work?

None of the brands under their control has ever been successful - people forget they are the same ones who placed their bets on Viktor & Rolf and Sophia Kokosalaki in the past- and I still can't get over what they have done at Marni, something for which, I hope, they will some day burn in hell...

As for Galliano, I don't argue with his value as a designer in general but at this point I question whether he really was the best fit for the Maison Margiela, its original spirit becoming more and more lost over the last few years.

Obviously, like every incompetent CEO on the planet, he is totally dependent on La Wintour's opinions, to whom we also owe the choice of Mr Risso at Marni (I still have to read one article on the financial situation at Marni, my guess is it is not much different from Margiela).
 
I mean...From the start, it was so weird.
Martin never wanted the exposure to be able to disappear when he wanted. In fact he believed that his team was good enough to run the creative aspect and I believe they were... But you got Mr Rosso less than a year after he retired, saying to the press that he actually left. From the start it was screwed up...
The reality is that Margiela is an unconventional brand that needed an unconventional business model. He wants Margiela to be like Chanel, Vuitton, Versace and all but this is a designer’s designer brand.
A bag by Margiela...I don’t believe in it. Margiela doesn’t have the status aspect needed to sell bags...

Suddenly, they are talking about Margiela. I feel like this is a strategy that will soon serve one of his longterm decision.

Margiela is good and the quality is good, decent but the excitement and the extreme sophistication are gone. It was all Martin.

This makes me have the greatest respect for the people at Richemont who really respected everything Azzedine Alaia wanted. In a way, it’s boring because there are obvious limits but at least the client and the vision of the designer are respected.

What Rosso did to Marni is awful...Like beyond!
 
so the 6 line accounts for 1/3 of the whole business ? isn’t that proof enough that Galliano doesn’t work ? The 6 as far as I know is the only part not touched by him. It’s also the only part that still has a hint of resemblance of what Margiela was before.
The main feeling I get from this story is one of desperation - they are conscious that it doesn’t work but they have no idea how to change it. And i’m sorry to say it as I love Galliano but the brand that once was the most modern and cool in the universe now feels dated and irrelevant. It’s not even Galliano’s fault, it’s just an error of casting
 
Obviously, like every incompetent CEO on the planet, he is totally dependent on La Wintour's opinions, to whom we also owe the choice of Mr Risso at Marni (I still have to read one article on the financial situation at Marni, my guess is it is not much different from Margiela).

I know people who work at Marni and business has suffered immensely, sales went down by more than half. menswear is selling more than before though.
yet in the press renzo rosso has been claiming business is booming at marni.
but 2 of their commercial directors have left since risso joined marni, i think that should say enough.
 
menswear is selling more than before though

:shock::shock::sick:

That may be true, even if it happened at the cost of distorting the identity of the brand. I used to be a serial Marni shopper, now I would be at a loss at finding something that fits my taste and generational cluster (i.e.: someone with a mental age older than 15)
 
Marni menswear works kinda okay on the rack and online because it’s still a bit graphic. The fit however is awful.

Renzo, pure his intentions may be has no clue who to put where or what the dna of his brands is. He’s sorely out of touch with contemporary culture. Both Marni and margiela Have lost their cool status. Those brands will never recover.

The fact that he can’t get diesel to perform well in a time when people are susceptible for such generic branded clothes is a sign of how bad he is at strategic decisions.
 
There has been a gradual change towards making Margiela another standard Paris high fashion brand. However the reason why I always loved Martin was because of his postmodern, somehow futuristic approach to tailoring, textile manipulation and deconstruction. And I don’t think he was ever being weird or avant-garde for the sake of it. He just had a vision for clothes that most weren’t ready for. I feel like he actually wanted everyone to wear his clothes and look good. It’s probably only me who thinks that though.

I always get a sense that Galliano approached Margiela by thinking he just has to make everything weird or artistic in his collections. I don’t think that’s how Martin approached design. I feel judgmental for feeling that way but I’m just being honest.
 

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