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John Galliano’s Haute Couture performance -because we can’t call it a fashion show- for Maison Margiela Artisanal 22 sets a new precedent for what a fashion show can be.

Galliano creates a full theatrical production that tells the story of cursed lovers Count and Hen. Entitled ‘Cinema Inferno’, the 30-minute play conceived by the designer, in collaboration with the theater company lmitating the Dog, was filmed and edited live.

The story even gets right into the pieces of the collection. Through painstaking techniques developed by Galliano himself, the collection perfectly reflects the cult of western cinema and old Hollywood. The pieces were created through different tailoring methods, where several garments are joined into one or their layers are cut gradually to reveal the construction. Moreover, employing a new technique known as “Sandstorming”, Galliano evokes the look of a sandstorm in garments and accessories, through punching and embroidery techniques.

This symbiosis between theater and fashion is a new vision of Galliano’s hand on the future of fashion shows. Undoubtedly, Maison Margiela Artisanal has reinvented this season the Haute Couture show without compromising the attention to the clothes; and has given us an unforgettable experience.

Do you know the new Maison Margiela bag? Find out all the details of the brand’s new accessory, under the name “New Lock”, here.