Margiela joins luxury’s art-and-culture playbook with Line 2.
Maison Margiela is entering a new strategic chapter with the launch of “Line 2,” a cultural initiative that introduces what the brand is calling “intangible products.” The platform will serve as a home for ongoing collaborations with artists, designers, and creatives, allowing the house to expand its cultural presence and deepen engagement with its community beyond traditional product offerings.
Set to debut during Frieze Seoul this September, Line 2 kicks off with a site-specific installation by visual artist Heemin Chung and sound designer Joyul, housed in Margiela’s Seoul flagship. Though modest in scale compared to the museums and large-scale cultural investments from peers like Prada or Louis Vuitton, the activation signals a broader shift in the brand’s communication strategy—one that leverages art, storytelling, and cultural exchange to expand its narrative reach.
Line 2 joins Margiela’s long-standing numerical product taxonomy, which categorizes everything from footwear to fragrance under numbered tags. With Line 2, the brand positions cultural collaborations not as marketing side projects but as core extensions of its business model and identity.
“In our view, an ‘intangible product’ offers connection and meaning as much as material value,” said CEO Gaetano Sciuto, who has been steering the brand’s renewed momentum under OTB Group. While the initiative predates current creative director Glenn Martens, both he and Sciuto see it as a vehicle to scale the brand’s influence without compromising its intellectual edge or exclusivity.
The launch comes as Margiela continues to outperform many of its peers. Despite broader luxury market contractions, the brand grew 4.6% last year, led by gains in ready-to-wear and footwear. That growth has been matched by cultural buzz, especially following last year’s viral Artisanal couture show, which reignited attention around Margiela’s conceptual identity.
As the house continues to grow under OTB’s portfolio, Line 2 offers an additional lever for long-term relevance and storytelling—important not just for cultural cachet, but for commercial durability. With Line 2, Margiela joins a growing group of luxury brands embedding cultural programming directly into their business strategies, aiming not just to sell, but to resonate.
Glenn Martens’ first ready-to-wear collection for the house will show in Paris this October, following a well-received couture debut in July. In tandem, Margiela’s expanded communications and merchandising efforts are expected to spotlight this more inclusive, culturally-engaged approach to brand building.