Home Shopping with Margiela

Maison Martin Margiela never ceases to discreetly attack particular elements of contemporary society and culture, and this time around the label has taken a stab at the bleak repetitiveness of home shopping commercials. The film features anonymous white-coated individuals, synonymous with the label, demonstrating the benefits of each item advertised, accompanied by a lifeless voice explaining them.

Rolling hourglass

Cotton Letter Stationary
The film presents various pieces, including a waterproof cotton envelope to carry clothing, a wireless glowing night light, knife rests carved out of antique bottle stoppers and hollowed out chicken eggs containing "fortunes". The objects seem very unnecessary, and the Maison have deepened the meaning of this parody by exposing the overdone marketing for items which are useless.

Travelling Pouch for delicate clothing
Fortune Eggs
Wireless night-light
The only useful object out of all is the Luminious Night-Light, a wireless glow-in-the-dark replica of 1930s' lightbulbs, reflective of the need to save energy in the current state of global weather and movement to reduce the carbon footprints of the mass. Even though the main purpose of the film is to show the ridiculousness of home shopping marketing, another thing is clear throughout the film - Maison Martin Margiela has drawn design inspiration from various eras, and warped these objects specifically for the film, which the Maison also does throughout their fashion collections.
Images courtesy of Another Magazine and Totokaelo

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