For Spring/Summer 2026, Maison Margiela transformed its campaign into a cinematic exploration of music, play, and fashion. Titled Joy, the short film featured Max Richter performing an original score alongside 43 young musicians from Association Orchestre à l’École. The project brought together fashion and orchestral performance, presenting the collection through movement, sound, and shared expression.

The foundation for Joy emerged from the Maison’s Co-Ed Spring/Summer 2026 runway show, which introduced the theme of a “chaotic night at the opera.” Within the film, that idea unfolded through a gradual shift in atmosphere. What first appeared to be a traditional performance space slowly dissolved into a playground. A climbing frame rose among the auditorium seats. A swing hung between rows of red velvet chairs. A slide descended through the aisle. The transformation altered the tone of the concert hall, replacing solemnity with spontaneity. Classical music remained present, but the setting allowed for moments of curiosity and improvisation.

Courtesy of Maison Margiela

Throughout the film, the young musicians wore oversized suits treated with Maison Margiela’s signature Bianchetto technique, a white paint finish that partially obscures the garment beneath it. The treatment gave the clothing an unfinished quality that emphasized texture and process. Meanwhile, Richter appeared in tailored pieces from the Spring/Summer 2026 collection, highlighting the sharp silhouette that defined the runway show. For Richter, the project centered on the power of shared creative experience. The orchestra spent three months rehearsing with the composer before filming began, transforming the campaign into an extended process rather than a single performance moment.

As the music unfolded, the film emphasized the communal nature of orchestral practice. Individual musicians contributed distinct voices, yet the composition relied on collective rhythm and coordination. In this sense, Joy reflected the idea that creativity thrives through collaboration. The campaign ultimately framed fashion as part of this shared artistic ecosystem. Alongside the film, the campaign highlighted two key accessories from the Spring/Summer 2026 collection. The Heel-less shoe, an archival Margiela concept, returned in updated forms, including a Western boot and pump. While the Box Bag debuted as a new addition to the house’s accessories line. Crafted from soft leather with reinforced edges shaped through a thermoforming technique, the bag combined softness with architectural precision.

Courtesy of Maison Margiela