• Luxury at H&M Prices: Elie Saab Brings Couture Codes to the Mass Market

  Lebanese fashion house Elie Saab is taking another step beyond the world of haute couture. Through its new collaboration with H&M, the brand is bringing its signature couture codes to a more accessible segment, offering a wider audience the elements that have made Saab a favorite among fashion lovers: lavish embellishment, glamorous evening silhouettes and impeccable tailoring, according to Forbes...

• $100 Billion Has Vanished: Is the Era of Shein and Out-of-Control Fast Fashion Finally Coming to an End?

  Not long ago, it seemed as though Shein was on a path to global domination. The Chinese fashion giant promised a new era of fast fashion: new items could appear on its website within a matter of hours, while entire outfits could be assembled for less than $10. The model proved so irresistible that it quickly turned into a global addiction, The Independent reports...

• Pucci Returns to Its Roots: Camille Miceli Turns Medieval Horse Racing Into Modern Luxury

  For several years, Emilio Pucci creative director Camille Miceli has explored the psychedelic and hippie-chic side of the Italian house’s heritage. Now, the designer has turned her attention to a lesser-known chapter of its history...

• Chanel in All Its Glory: New Necklace Showcases a Rare 20.66-Carat Sri Lankan Sapphire

  Lion, camellia, star and sun — all of Chanel’s iconic symbols come together in a single jewelry masterpiece, crowned by an exceptionally rare sapphire...

• Why Are Luxury Brands Being Forced to Cut Prices?

  Earlier this year, a medium-sized Gucci Mercato leather tote designed by Demna for the Spring/Summer 2026 collection would have cost you $2,900. But in May, Bernstein analysts noticed a change: Gucci had quietly cut the price of the bag by around 20–25%, Vogue reports...

• Suit with braces: What the British Prime Minister's wardrobe choice says about him

  Fashion subculture, a nod to 80s excess, or a symbol of tradition? British Prime Minister Andy Burnham’s wardrobe has once again become a topic of fashion debate after he appeared in public wearing a suit with braces, The Guardian writes...

• “It Doesn’t Even Cover the Nipple”: Influencer Mocks Kim Kardashian’s Microscopic Skims Bodysuit

  Influencer Remi Bader put Skims’ new Fits Everybody collection to a rather revealing test—and, judging by her reaction, she was far from impressed with the result...

• Gray Suit and Unbuttoned Shirt: Why Killer Luigi Mangione’s Wardrobe Became New York’s Biggest Fashion Show

  High-profile trials have captured public attention for over 130 years, and throughout history, the public has scrutinized defendants' outfits with equal fervor. Another confirmation of this is Luigi Mangione, whose courtroom appearances sparked a fierce reaction not only in legal circles but also in the fashion world, writes WWD...

Maison Margiela transforms its latest advertising campaign into a full-fledged fashion thriller. The Maison has unveiled its Fall/Winter 2026 campaign, titled “ANONYMITY,” starring British actress Rebecca Hall.

Instead of a conventional fashion shoot, Maison Margiela presents viewers with a trailer for a psychological thriller that does not actually exist. At the center of the story is Rebecca Hall, who unexpectedly comes face to face with her mysterious double.

The stranger looks exactly like her: she is dressed in identical outfits, while her face is concealed behind a unique Artisanal mask, handcrafted at the Maison’s Paris atelier.

The mask becomes one of the campaign’s central symbols, continuing Maison Margiela’s longstanding exploration of anonymity, identity and the transformation of a person into a character. Who is hiding behind the mask — another person, a reflection, or an alternate version of the heroine herself? The Maison deliberately leaves the question unanswered.

The collection itself revolves around the idea of transforming materials and challenging conventional notions of perfection.

It brings together Edwardian-era silhouettes, tapestries that appear to have lived several lives, body-hugging jersey pieces reminiscent of a second skin, and garments constructed from multiple elements with deliberately exaggerated fabric left unfinished.

Among the most striking looks are flowing, straight-cut dresses made from furniture-patterned tapestry fabric; Bianchetto skirts featuring their signature white-painted finish with a cracked, weathered surface; cropped tailcoats; and deliberately imperfect knitwear with uneven, almost “gnawed” edges.

Even Maison Margiela’s iconic footwear is given a new interpretation. The signature Tabi appears in floral tapestry prints, while the Tabi Claw is rendered with a second-skin aesthetic, heightening the sense of something that is at once familiar and strangely otherworldly.

The accessories line introduces the new Link bag, inspired by archival round vintage coin purses. It is joined by vacuum-formed leather jewelry and Box bags finished with ceramic corners.

Follow NEWS.am STYLE on Facebook, Twitter and Instagram