Paris – Fashion brand Maison Martin Margiela is known for its unconventional designs, so its collaboration with mainstream brand Converse had to blend its experimental aesthetic with the sporty look of the American shoe brand.
The result was a pair of sneakers lacquered in white paint – white is common in Margiela collections – with the classic Converse fabric underneath. As the wearer breaks in his or her pair of shoes, the paint cracks to reveal colours (red, black, navy or yellow) underneath.
‘The Maison has always been obsessed with white,’ says the brand. ‘It is used as a layer to give an incognito feeling, a sort of poetry. With the passage of time, the shoe asserts itself.’
The collaboration brings together the brand identity of both companies seamlessly. It is Symbiotic Branding at its finest, using the voices of both brands to sell something new to consumers.