Launching as a series of art collaborations, Line 2 is not about selling, but rather about connecting, according to CEO Gaetano Sciuto.
Maison Margiela has consistently questioned what fashion is and can be. The French fashion house has never shied away from experimentation, both within the industry and beyond it. It proved this once again when it unveiled Maison Margiela Line 2 on Sept. 1, 2025.
This new line, under creative director Glenn Martens, is not for clothing nor accessories, but for what the brand refers to as “intangible products” or cultural and artistic collaborations that diversify it and and merge it into the vast and diverse world of arts and culture.
Line 2 is described as a “canvas for creative collaborations, a project rooted in unexpected connections and creative dialogue.” It symbolizes duality and cements “the exchange between fashion and culture ingrained in the house’s genetics” through various formats—from art installations to conferences and communication campaigns. CEO Gaetano Sciuto noted that the project is “not about selling—it’s about connecting.”
Every chapter of Line 2 will feature two individuals from different industries to illustrate how fashion, art, music, and culture exist in constant conversation. Its debut project, titled “Elsewhere, Rhema, Open Torso,” is a collaboration between visual artist Heemin Chung and sound designer Joyul. Launched in time for the Frieze Seoul international art fair, the immersive installation transformed Maison Margiela’s Hannam flagship in Seoul from a shopping destination into a hub for cultural innovation.
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It features several sculptures and a jungle-like atmosphere that draws inspiration from Maison Margiela’s Fall/winter 2025 collection. Chung and Joyul’s shared “sense of openness” is key to the project’s uniqueness and appeal.
“[It] brought together unfamiliar elements: an outdoor space, the immateriality of sound, and Maison Margiela’s Autumn-Winter 2025 theme—memories and transformation. It pushed me to step outside my usual methods and become responsive,” the visual artist said about developing the project. The immersive installation will be visible in-store from Sept. 3 to 28, 2025.
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The maison has been using a numbered system, which was introduced by founder Martin Margiela in 1997, to categorize its lines. It ranges from 0 to 23, with 0 dedicated to Artisanal Couture, 3 for Replica Fragrance, 6 for ready-to-wear, and 22 for its footwear line, which popularized its iconic Tabi shoe.
“Line 2” has never been used along with 9, and the brand said it chose the former for its newest project “to reflect the line’s double collaboration principle, and the notion of combining two minds to generate a new creation. Based on this idea, the events developed under the aegis of Maison Margiela Line 2 feature a symbolic relationship with the number 2, which is represented by means of dates, time markers, visual codes, etc.”
Maison Margiela’s launch of Line 2 coincides with the high fashion industry’s expansion to other areas, from food to hospitality and technology. Prior to the maison, Chung worked on a similar project with the LVMH-owned fragrance brand Guerlain. While Line 2’s debut makes total sense, it’s yet another surprising move from the 37-year-old brand following its introduction of its first-ever celebrity ambassador, Miley Cyrus, for its Fall 2025 campaign. Know more about that here.
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