Artistic collaboration Maison Margiela x Jiayi Liu
Chinese New Year & Valentine’s Day Limited Edition
About Maison Margiela Collaboration
Woven Love Memories
Maison Margiela launched its new fragrance for Chinese New Year and Valentine’s Day in collaboration with young textile artist Jiayi Liu. This is the third artistic collaboration developed by Somexing Artistic for the brand. This year, Somexing brings together contemporary fragrance culture and textile practice around the image of the rose. The artwork echoes “Up At Dawn”, the new fragrance of Maison Margiela.
Through a process rooted in deconstruction and reconstruction, textile artist Jiayi Liu transforms a fleeting image into a woven experience. The act of dismantling and reassembling the rose echoes Maison Margiela’s approach to form and meaning.
The collaboration connects Maison Margiela Fragrance’s universe of memory and scent with Jiayi Liu’s textile-based exploration of love and reconstruction. Through silk and weaving, the artwork translates emotion into material. It expands Margiela brand’s narrative into a tactile artistic expression, where intimacy is experienced through image, touch, and time.
Inspired by the new fragrance, Up At Dawn, the artist captured a rose in a festive red decor for Chinese New Year. Within these woven silk threads, each intersection becomes a moment of meeting, dialogue, and recognition, where human and more-than-human connections intertwine. Through this shared tapestry, Jiayi Liu invites us to reflect on intimacy, transformation, and the enduring beauty of renewal, while weaving together the fabric of collective memory.
Campaign Activation
From Fragment to Form: A Rose Reconstructed Through Time
Maison Margiela collaboration unfolded across limited-edition gift packaging, retail displays, and photo and video content for digital channels. Together, they translated Jiayi Liu’s textile-based practice into Maison Margiela’s conceptual universe, extending the collaboration’s storytelling across physical and sensory touchpoints.
Commission
Visual Codes
Campaign Assets
- Design
ABOUT THE ARTIST
Jiayi Liu
Contemporary multidisciplinary artist burned in China, Jiayi Liu graduated from the Royal College of Art in London. Her practice encompasses photography, video, publishing, and craft. Drawing from personal experiences and family histories, she explores themes of intimacy, familial bonds, and identity. Her work delicately weaves together private narratives and shared cultural memories, creating spaces that radiate warmth and emotional resonance. Through a precise attention to detail and materiality, she develops narratives that invite viewers into quiet, immersive encounters. With its refined sensitivity and strong narrative potential, her universe offers brands a powerful platform for collaborations that seek authenticity, cultural depth, and an emotionally engaging visual language.
OTHER WORKS
Luxury cognac limited edition for the Year of the Horse with a Chinese contemporary artist.
A collector’s Zodiac limited edition where the Horse embodies the passage of time.
