Industry Project Margiela

Maison Margiela: Reclaiming Replica — A Conversation Between Absence and Presence
This industry project explored the iconic Replica line through a multi-layered strategic approach titled Reclaiming Replica: A Conversation Between Absence and Presence. Rooted in extensive research and thoughtful curation of Maison Margiela’s history and philosophy, the project aimed to reclaim and reinterpret the Replica collection for a new generation.

The strategy wove together conceptual storytelling with tangible touchpoints — including promotional materials, immersive videos, and physical brand activations to bridge Margiela’s legacy of anonymity, deconstruction, and memory with the sensibilities of today’s audience. Every element was designed to spark dialogue between the brand’s past and its evolving present, reinforcing Replica’s cultural relevance while inviting new narratives and connections.