Artistic collaboration Maison Margiela × Duoduo Huang
Chinese New Year & Valentine’s Day Limited Edition
About the Collaboration
Memories unveiled through velvet and time
To celebrate Chinese New Year and Valentine’s Day 2025, Maison Margiela releases two exclusives limited editions with Chinese artist, 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.
Campaign Activation
An immersive 360° campaign
This collaboration brought together immersive installations, a limited-edition gift box and tote bags, and retail and digital activations. It was supported by an artist video and festive key visuals, bringing Duoduo Huang’s vision into Maison Margiela’s avant-garde olfactory universe.
Commission
Visual Codes
Assets
- Design
- Experience
ABOUT THE ARTIST
Duoduo Huang
Photographic artist Duoduo Huang explores memory and intimacy through installations that merge photography, textiles, and technology. She graduated from the Central Academy of Fine Arts in China. She is currently studying at the Royal College of Art, where she is affiliated with the Sculpture (MA) programme. Her practice is driven by imagery and the body, with a focus on graphic and symbolic forms. She often works with time-based media, including print, video, and installation. Her artistic perspective lends itself to creative brand collaborations, illustrated by Memories Imprinted with Maison Margiela Fragrances. Here, an installation-led approach carries narrative and emotion through material and image.
OTHER WORKS
CNY and Valentine’s Day limited editions, translating the rose into a tactile universe of memory and scent.
Chinese New Year limited editions, bringing creative heritage to life.
A collector’s Zodiac limited edition where the Horse embodies the passage of time.
