Maison Margiela has unveiled “Line 2,” a new initiative dedicated to artistic and cultural projects, officially launching during Frieze Seoul. Unlike the house’s other numbered lines, which have long categorized ready-to-wear, accessories, and fragrances, Line 2 focuses on what the brand defines as “intangible products,” creative collaborations and community-based experiences.
ART
The first project, Art of the Intangible, is a collaboration with visual artist Heemin Chung and sound designer Joyul. Installed at Maison Margiela’s Seoul flagship, the work coincides with the international contemporary art fair and immerses visitors in a sensory environment that dissolves the boundary between fashion and art.
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The introduction of Line 2 marks a strategic shift in the maison’s approach. By assigning a previously unused number to this new direction, Margiela expands its narrative beyond material design and toward cultural engagement. CEO Gaetano Sciuto describes the move as a way to “go beyond purchasing” and create opportunities for connection and community.
With this debut, Maison Margiela positions Line 2 as an evolving platform for dialogue, opening a new chapter in its relationship with the global art scene.
Maison Margiela Line 2 debuts at Frieze Seoul on September 2.
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