Maison Margiela Unveils the AIDS Collection for SS19 With AIDES
Amy Duong — January 15, 2019 — Social Good
References: maisonmargiela & highsnobiety
Fashion label Maison Margiela introduces the new AIDS collection created in conjunction with French organization AIDES and the OTB foundation to bring awareness to the issue of AIDS. The fashion house marked its 25th anniversary with an unforgettable AIDS graphic tee and for the latest capsule, the tees make a return. This time, the graphic tees have been transformed to become a series of bags.
The original text is still showcased, reading "THERE IS MORE ACTION TO BE DONE TO FIGHT AIDS THAN WEAR THIS T SHIRT BUT IT'S A GOOD START." This textural accent sees itself throughout the label's Spring/Summer 2019 capsule, adorning clothing and accessories. The transformative t-shirt to bag option is complete with a shoulder strap crafted from chandelier crystals and the pouch is made from vinyl.
The original text is still showcased, reading "THERE IS MORE ACTION TO BE DONE TO FIGHT AIDS THAN WEAR THIS T SHIRT BUT IT'S A GOOD START." This textural accent sees itself throughout the label's Spring/Summer 2019 capsule, adorning clothing and accessories. The transformative t-shirt to bag option is complete with a shoulder strap crafted from chandelier crystals and the pouch is made from vinyl.
Trend Themes
1. AIDS Awareness Fashion - The collaboration between Maison Margiela and AIDES highlights the trend of fashion brands promoting social causes through their collections.
2. Graphic Tee Transformations - The conversion of graphic tees into bags showcases the trend of repurposing and transforming fashion items.
3. Textural Accents - The use of textural accents on clothing and accessories reflects the trend of adding unique and tactile elements to fashion designs.
Industry Implications
1. Fashion & Apparel - Fashion brands can embrace the trend of promoting social causes through their collections to create a positive brand image and engage with socially-conscious consumers.
2. Sustainable Fashion - The repurposing trend of transforming graphic tees into bags aligns with the growing sustainable fashion movement, offering innovative solutions to reduce waste and extend the lifecycle of garments.
3. Accessories - The incorporation of textural accents on bags represents an opportunity for the accessories industry to explore new ways of adding unique and eye-catching elements to their designs.
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