What: Maison Margiela is launching “Line 2,” a series of arts and culture collaborations branded as ‘intangible products’ to deepen community engagement.

Why it is important: The strategy highlights the growing importance of experiential and intangible offerings in luxury retail, aligning with recent analyses of brand innovation.

Maison Margiela is embarking on a new chapter with the introduction of “Line 2,” a program of arts and culture collaborations that the brand describes as ‘intangible products.’ This initiative, which debuts with an installation by Korean artists Heemin Chung and Joyul during Frieze Seoul, is designed to foster deeper connections with Margiela’s community and expand the brand’s influence beyond traditional fashion. CEO Gaetano Sciuto emphasizes that these collaborations are intended to be as significant as any physical product, reflecting a shift toward experiences and storytelling as core elements of luxury branding. The move comes as luxury houses increasingly invest in cultural partnerships, exhibitions, and immersive events to engage audiences and reinforce their reputations for creativity and innovation. Margiela’s approach, rooted in its conceptual heritage and enigmatic identity, seeks to balance intellectual edge with broader inclusivity under creative director Glenn Martens. With the brand’s recent growth and heightened visibility, this strategy positions Margiela at the forefront of a luxury sector where experiential and narrative-driven offerings are becoming central to sustained relevance and customer loyalty.

IADS Notes:

Margiela’s launch of “Line 2” mirrors a broader luxury industry movement toward experiential innovation and cultural engagement. Recent analyses throughout 2024 and 2025 have highlighted how leading brands are investing in arts collaborations, digital storytelling, and immersive retail experiences to differentiate themselves and deepen customer relationships. Margiela’s initiative, with its focus on intangible value and community-building, exemplifies this trend and reinforces the importance of narrative and experience in contemporary luxury retail.

Maison Margiela enters fashion’s culture race with line of ‘Intangible Products’