Maison Margiela

The Belgian designer Martin Margiela has been a man of mystery since the very start of his career. He never appears on the catwalk and rarely speaks to the press. This anonymity became the identity of his fashion house and of the perfume brand Maison Margiela.

With no taste for luxury or ostentation, in 2010 he launched the REPLICA collection: fragrances in sturdy, pared-back bottles finished with a cotton label, a nod to the labels found on clothing. The perfumes do not point to exotic places, but instead recall familiar, everyday moments and settings, such as a bracing walk on the beach or the crackle of an open fire.

• A mysterious fashion house
• Anonymity as identity
• The beauty of the everyday