A new direction focused on art, culture, and community
Summary
- Maison Margiela officially unveiled “Line 2,” a line dedicated to artistic and cultural projects.
- The debut installation is a collaboration with visual artist Heemin Chung and sound designer Joyul.
- The launch reflects the brand’s shift from traditional products toward community and cultural engagement.
Maison Margiela has redefined what a fashion line can be with the launch of Line 2 at Frieze Seoul. Unlike conventional lines centered on clothing or accessories, Line 2 focuses on “intangible products” in the form of art and cultural collaborations. The first project, titled Art of the Intangible, combines visual and sound art for a multisensory experience, challenging the boundaries between fashion, art, and environment.
Historically, Maison Margiela has used a numbered system for its lines, ranging from ready-to-wear to fragrances. The number “2” had remained unused until now, and its activation signals a broader vision for the brand—one that prioritizes connection, experience, and community over mere consumption. CEO Gaetano Sciuto described the initiative as a way to “go beyond purchasing” and foster meaningful engagement.
Line 2 officially debuts at Frieze Seoul on September 2, marking Maison Margiela’s expansion into the global art and culture landscape.
