Artistic collaboration Maison Margiela × Duoduo Huang
Memories unveiled through velvet and time
To celebrate Chinese New Year and Valentine’s Day 2025, Maison Margiela releases two exclusives limited editions with Duoduo Huang, under the artistic direction of Somexing. Through this collaboration, this project embodies a fusion of haute perfumery and artistic expression, centered around the poetic concept of “destroying velvet to reconstruct memories”. As a result, it turns fragrance into a visual and emotional narrative.
At the same time, the collaboration bridges Maison Margiela’s world of olfactory memory with Duoduo Huang’s artistic exploration of intimacy and fabric as storytelling. As a result, it extends the Maison Margiela Replica line into a festive artistic narrative created especially for these editions. More broadly, it invites a more personal reading of scent, touch, and remembrance.
In particular, her inspiration comes from the symbolism of velvet as memory: by destroying and rebuilding the fabric, hidden images can appear. In this way, the process echoes how personal and collective emotions resurface during festive rituals.
An immersive 360° campaign
This collaboration brought together immersive installations, limited-edition packaging, and retail and digital activations, translating Duoduo Huang’s artistic vision into Maison Margiela’s avant-garde olfactory universe.
- Design
- Experience
Duoduo Huang
Duoduo Huang is a Chinese artist based in London whose work explores memory and intimacy. Through innovative installations combining photography, textiles, and technology, she has developed a unique artistic language where fabric becomes a medium for storytelling and emotional resonance.
OTHER WORKS
A collector’s Zodiac limited edition where the Horse embodies the passage of time.
A Ramadan limited edition where beauty meets art in a singular collaboration.
