Maison Margiela targets Chinese market with Shanghai show and four exhibitions
Maison Margiela has inaugurated its first show outside of Paris in Shanghai. The brand is also launching a road trip across China_ combining collections_ exhibitions and activations.
“This is the first time we have held a show outside of Paris_” Glenn Martens_ artistic director of Maison Margiela_ told FashionUnited in Shanghai. “The brand entered China in 2019_ so it was really important for us to do it properly.”
Unveiled on April 1_ 2026_ during Shanghai Fashion Week_ the autumn/winter 2026/2027 show presented both the ready-to-wear and Artisanal collections_ some pieces of which will never be produced. Maison Margiela's founding codes are celebrated and revisited: the bianchetto white; the fusion of fabrics; the assembly of disparate materials; and the anonymity of masks.
This will be followed on Thursday_ April 2_ by a presentation of the artisanal collection_ menswear and womenswear ready-to-wear_ and the autumn/winter 2026/2026 pre-collection.
Celebrating house codes to optimise development in a growing market
In Shanghai_ the show is accompanied by an initial exhibition on the pedestrianised Yan Dang road (Huangpu district). This will be followed by three others.
This unprecedented show in China marks the start of MaisonMargiela/folders_ twelve days of exhibitions and activations in four Chinese cities: Shanghai; Beijing_ with “Anonymity: Our History of Masks” (from April 7 to 12); Chengdu_ with “Tabi: Collectors” (from April 9 to 13); and Shenzhen_ with “Bianchetto: Atelier Experience” (on April 11 and 12).
All these events are open to the public without an appointment_ with the exception of “Bianchetto: Atelier Experience”. On site_ employees dressed in the famous white coat explained the house's codes to visiting passers-by.
“It connects with what Martin did to be in tune with reality: free markets_ shows open to everyone. We try to reproduce this through our travelling exhibitions_” adds Martens. “I have already been to China three times for work. This time_ however_ I fully intend to enjoy my weekend in Beijing.”
