Monday, 05 November 2012 15:15 | By Zhang Weifang

Cool collaboration

What happens when H&M and Maison Martin Margiela get together?

H&M and Maison Martin Margiela

H&M and Maison Martin Margiela

The next time you find yourself having to wait in line, even when you (a) have a VIP card that states you are a very privileged customer; (b) are a member of the media; or (c) already flashed that bright set of pearlies; just remember: Even big-time celebs like Julianne Moore, Helena Christensen, Chace Crawford and Alexander Wang had to line up too.

Not before they were famous, mind you. But last Tuesday, when they attended a party held in celebration of H&M's latest collaboration with Maison Martin Margiela, in New York City.

While Moore and Christensen - and their significant others - waited patiently in the queue to gain access to the pop-up store on the top floor, Crawford and Wang opted for the lifts ... but were turned away and asked to head down again instead.

Sarah Jessica Parker wearing MMM for H&M. GETTY IMAGES

Sarah Jessica Parker wearing MMM for H&M. GETTY IMAGES

Housed in a nine-storey, nondescript building at 5 Beekman Street in the Big Apple's financial district, H&M converted the top floor into a pop-up store, with the men's and women's collections cleverly separated by fitting rooms down the middle. Scurrying from rack to rack in a mad flurry were hipsters, models (Brit supermodel Stella Tennant was one of the first few who got her mitts on those exclusive pieces), fashionistas and arty-farty types, all trying to get a hold on the re-editions of some of Margiela's best works yet.

Celebrated choreographer of contemporary dance, Anne Teresa de Keersmaeker, crafted a hauntingly resplendent and beautiful performance in squares of sand (we heard it was flown over from Miami). The dance presentation ran throughout the evening on different floors as de Keersmaeker and her dancers peeled off the garments from the collection while performing, creating live and spontaneous art installations.

Special art installations using Margiela's H&M pieces and accessories were unveiled as we trotted through the 60-year-old building: American artist Daniel Arsham recreated his famed Hiding Figure; Paris-born Noemie Goudal composed a series of sculptures using the reversed denim jacket and jeans; and Frederique Chauveaux projected her works on Margiela shirts.

Maison Martin Margiela for H&M collection will be available at H&M (1 Grange Road, Orchard Building Level 1) on Nov 15 at 8am.

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