Maison Margiela has introduced its newest concept, “Line 2”, officially launching at Frieze Seoul. Unlike the brand’s other lines, this one is not about clothing or accessories. Instead, it focuses on intangible products such as cultural projects and artistic collaborations.
The first project under Line 2 is called “Art of the Intangible.” It is a collaboration with artist Heemin Chung and sound designer Joyul, showcased at Maison Margiela’s flagship store in Seoul. The immersive installation is designed to merge fashion, art, and environment, giving visitors a unique sensory experience.
Maison Margiela is known for using numbers to organize its different collections, like ready-to-wear or fragrances. Until now, the number “2” was unused. By assigning it to this new initiative, the brand signals a shift toward community, creativity, and connection beyond just fashion items.
CEO Gaetano Sciuto explained that Line 2 is about moving “beyond purchasing” and creating meaningful experiences. This makes Line 2 not only a new chapter for the brand but also a strong step toward becoming a leader in global art and culture.
Detail Info
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Line Name: Maison Margiela Line 2
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Focus: Intangible products, art, and cultural collaborations
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First Project: Art of the Intangible
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Collaborators: Heemin Chung (visual artist), Joyul (sound designer)
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Location: Maison Margiela flagship store, Seoul
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Launch Event: Debuts at Frieze Seoul, September 2, 2025
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Brand Message: Going beyond fashion to foster community and creativity
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