Maison Margiela X Duoduo Huang: An exclusive artistic collaboration for Chinese New Year and Valentine's Day 2025, orchestrated by Somexing

Duoduo Huang

About the Artist

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.

In this collaboration with Maison Margiela Fragrances, she uses velvet as a metaphor for memory, altering the material to reveal hidden images. Inspired by archival photographs and personal recollections, she captures emotions that are both intimate and universal, creating pieces where past and present overlap.

About Maison Margiela Fragrances artist collaboration

To celebrate Chinese New Year and Valentine’s Day 2025, Maison Margiela Fragrances unveils two exclusives limited editions created in collaboration with Duoduo Huang, under the artistic direction of Somexing. This project embodies a fusion of haute perfumery and artistic expression, centered around the poetic concept of “destroying velvet to reconstruct memories.”

Using an innovative technique of engraving and textile sublimation, the artist deconstructs and alters velvet to reveal hidden images, creating a palimpsest of memories where emotions resurface over time. Each piece invites the viewer on a sensory journey, in dialogue with Maison Margiela’s olfactory universe through four iconic fragrances from the REPLICA collection: By the Fireplace, Lazy Sunday, Afternoon, Love.

This collaboration explores the olfactory and visual memory, reinterpreting Chinese New Year and Valentine’s Day rituals with a contemporary artistic sensibility.

I remember strolling through the streets adorned with endless red lanterns, and I was deeply captivated by this kind of vibrant New Year atmosphere.

An immersive 360° campaign

Through this collaboration, Maison Margiela Fragrances reinforces its avant-garde and experiential approach, blending its olfactory universe with an innovative artistic vision. This initiative strengthens the brand’s connection with an audience seeking meaning, emotion, and authenticity.

This collaboration comes to life through various activations:

  • An installation, offering a unique sensory experience.
  • Artistic packaging, extending the artist’s work beyond the visual.
  • Media and retail activations, deepening brand affinity with its audience

With this collaboration, Maison Margiela reaffirms its conceptual DNA, reinterpreting memories through art and fragrance, and offering its international audience a unique celebration of Chinese New Year and Valentine’s Day.

Services

Brand Content

Infuse art at the heart of your communication strategy using content from artistic brands. SOMEXING agency conceptualizes and produces the creation of video and photo content with the artistic direction of well-known or emerging photographers and videographers, or the brush of illustrators.

Limited Edition

The relationship between art and luxury has contributed to the creation of legendary works, which inscribe collaborations in a collective memory. Inspired and inspiring, the limited editions intersect the worlds of brands and the worlds of artists.

Art Curation

Since 2012, Somexing has been monitoring contemporary Chinese and European art and design. The agency leads a network of art market professionals and artists’ studios.

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