Project Overview & Goal

This anniversary campaign celebrates the 40th birthday of the brand since its founding. It serves as a tribute to the beginning — to the visionary behind it, Martin Margiela, and everything he stood for, which continues to define what the brand represents today. The brand’s avant-garde spirit and distinctive voice are elevated through digital design, introducing viewers to a new creation from Martin.

The campaign is directly tied to the re-release of select archival pieces that align with the brands origins, celebrating and honoring the brand’s creator, Martin Margiela. The goal is to strengthen brand loyalty, drive customer engagement, and expand the brand’s digital reach, while offering product support through these re-releases.

Target Audience

This campaign is designed for the brand’s most loyal customers — those who understand its enigmatic essence and have been with the Maison since the beginning. These are the individuals most likely to engage deeply with the campaign and take meaningful action.

At the same time, the campaign introduces new audiences to the brand’s rich history and deeply symbolic identity. Loyal customers are invited to experience the brand in a new, immersive way — one that deepens their emotional connection and understanding. Meanwhile, new viewers are introduced to the brand’s core values through curated digital content that reflects its unique voice and legacy.