Story | Connie Li Photography | Maison Margiela
Maison Margiela, the Parisian house renowned for its deconstructive vocabulary and anonymity-led philosophy, continues to reshape the boundaries between the everyday and the exceptional. This holiday season, the Maison unveils The 12 Days of Margiela—a creative reinterpretation inspired by an archival embroidered cotton calendar.
Reimagined as a digital countdown, the project revisits Margiela’s iconic numeric coding system, turning each number into an entryway to one of the Maison’s distinct lines. Together, the twelve days trace a poetic dialogue between past and present, couture craftsmanship and everyday expression.
THE 12 DAYS OF MARGIELA
For the holiday season, Maison Margiela invites audiences to follow The 12 Days of Margiela, inspired by an archival cotton calendar embroidered with the Maison’s signature minimalist aesthetic. Originally designed in 2009 as part of Line 13 “White Objects,” the physical calendar featured twelve detachable napkins—an example of Margiela’s playful transformation of functional objects into conceptual design.
In its new digital form, the calendar becomes a portal into the Maison’s numerical identity system, where numbers 0 to 23 denote each line of creation. When a number is encircled within the numeric logo, it identifies the corresponding collection while preserving the Maison’s ethos of quiet anonymity. Through this framework, The 12 Days of Margiela reveals twelve worlds within the Maison, spanning from Line 0 Artisanal to Line 22 Shoes.
THE LINES
Line 0—Artisanal Collection (November 30)
The Maison’s Haute Couture line, originating from handcrafted garments and evolving into its first couture collection in 2006. Shown publicly in 2012, Artisanal remains the creative laboratory for all Margiela lines.
Origin: 1989 (First Haute Couture collection in 2006)
White Label—Co-Ed Défilé Collection
The line without numeric coding, identifiable by its blank white label. A ready-to-wear wardrobe for men and women developed from the principles of Artisanal.
Origin: Spring Summer 1989
Line 1—The Collection for Women (December 1)
A women’s ready-to-wear line exploring construction, deconstruction and contemporary femininity.
Origin: 1998
Line 2 (December 2)
A collaborative project born from unexpected creative connections, launched during Frieze Seoul.
Origin: 2025
Line 3—Fragrances (December 3)
The Maison’s fragrance collection for women and men. Launched with Untitled, and widely recognized for Replica.
Origin: 2008
Line 4—A Wardrobe for Women (December 4)
A refined wardrobe of essentials for women, shaped by the Maison’s focus on construction, fabric, and detail.
Origin: Spring Summer 2004
Line 6—MM6 (December 6)
A contemporary interpretation of Margiela codes, known for playfulness, versatility, and the signature horizontal white stitch.
Origin: 1997
Line 8—Eyewear (December 8)
Sunglasses and optical eyewear created with collaborators such as Mykita and Gentle Monster.
Origin: Spring Summer 2008
Line 10—The Collection for Men (December 10)
Avant-garde menswear that is conceptual yet ready to wear.
Origin: Spring Summer 1999
Line 11—Accessories (December 11)
Bags, small leather goods, belts and jewellery for women and men.
Origin: 2005
Line 13—Objects & Publications (December 13)
Interior pieces, installations, and design objects such as bottle lamps, feather pens and the iconic cotton embroidered calendar.
Origin: 1999
Line 14—A Wardrobe for Men (December 14)
Essential menswear with a focus on tailoring, craftsmanship and functionality.
Origin: Spring Summer 2005
Line 22—Shoes (December 22)
Footwear for women and men, beginning with the first Tabi Boot created in 1988 and inspired by traditional Japanese split-toe shoes.
Origin: 2005 (First shoes presented in 1988)
