From deconstructed designs to avant-garde venues for runway shows, Maison Margiela, then and now, has managed to keep audiences on their toes. Now, the introduction of new notions in fashion continues with the launch of MaisonMargiela/folders.

Bridging the gap between IRL experiences and online data, MaisonMargiela/folders offers digital access to materials in tandem with the unfolding of a series of exhibitions. Throughout April, these immersive experiences and exhibitions are scheduled to take place throughout China. From April 2-6, “Artisanal: Creative Laboratory Exhibition” will take place in Shanghai, followed by “Anonymity: Our History of Masks Exhibition” in Beijing from April 7-12. “Tabi: Collectors Exhibition” will be revealed in Chengdu on April 9-13, and “Bianchetto: Atelier Experience” will launch in Shenzhen on April 11-12. 

The folders are already live with some materials to explore, including a “save the date” letter and a press release. Project logos can be found, as well as a printed and digital archive. But as events unfold, project timelines, exhibition images, and more press releases will be added to individual exhibition folders. 

The fashion world can be described with many words, and one—for sure— is exclusivity. Operating like a select archive in the format of PR materials, MaisonMargiela/folders offers a unique peek behind the curtain from one of the most intriguing fashion houses. Maison Margiela continues to keep everyone on their toes by dissolving the boundaries between a distant audience and an insulated industry.