Maison Martin Margiela Changed Its Name

Say goodbye to Maison Martin Margiela. John arrives and Martin departs. That's right: the Belgian brand loses the name of its founder, who retired from fashion in 2009, and becomes simply Maison Margiela. And no one noticed it.

At least it was so long as an article on The New York Times. The fashion house, as it usually, does not confirm officially and merely states that the change "reflects the evolution of the house", in hindsight the news was under the eyes of all, was already there written in black and white on the invites to the Artisanal collection presented Monday in London. Lost in the delirium of GallianoÏs debut, ranks of fashionistas did not have noticed it, but the one started on January 13 is really a new era.

Hedi Slimane had done the same thing at Yves Saint Laurent, turning it into Saint Laurent Paris, but at least he had communicated his choice.

The Maison Margiela case is puzzling and, if its Twitter and Instagram profiles have already adjusted to the change, we will take a while.