The question of “what will they do the next?” has been answered: after collaborations with Stella McCartney, Roberto Cavalli, and, most recently, Marni, H&M has unveiled what is perhaps its most counter-intuitive creative partner to date: the brand famed for its deconstructivist approach, Maison Martin Margiela. You could say it has mystique, but it’s a mystique of the conceptual, and this is, by definition niche. H&M is by definition not niche, so it seems to me we are faced with something of an oxymoron here. Read more