Artistic collaboration Maison Margiela x Jiayi Liu
Chinese New Year & Valentine’s Day Limited Edition
About Maison Margiela Collaboration
Woven Love Memories
For Chinese New Year and Valentine’s Day, Maison Margiela unveiled its new fragrance through a collaboration with emerging textile artist Jiayi Liu. The project marks the third artistic collaboration developed by Somexing Artistic for the brand. Bringing together contemporary fragrance culture and textile practice, this new commission revolves around the symbolic image of the rose and echoes Up At Dawn, Maison Margiela’s latest fragrance.
Rooted in a process of deconstruction and reconstruction, textile artist Jiayi Liu transforms a fleeting image into a woven experience. By dismantling and reassembling the rose through silk, the artist mirrors Maison Margiela’s enduring exploration of form, memory, 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 the medium of silk weaving, emotion is translated into material, extending the brand’s narrative into a tactile artistic expression where intimacy unfolds through image, touch, and time.
Drawing inspiration from Up At Dawn, Liu photographed a rose set against a festive red backdrop inspired by Chinese New Year celebrations. Reinterpreted in woven silk, the image becomes a landscape of encounters, where each thread crossing suggests a moment of dialogue, recognition, and exchange between human and more-than-human worlds. Within this shared tapestry, the artist invites viewers 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
- Experience
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 contemporary artist Xu Zhen.
A Mother’s Day limited edition where color and texture elevate beauty into a living work of art.
A collector’s Zodiac limited edition where the Horse embodies the passage of time.
