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The documentary tells the enigmatic and largely unknown story behind Maison Margiela. For the first time, co-founder Jenny Meirens and members of the creative team who participated in establishing the fashion house in 1988, reveal Margiela’s creative processes and unique philosophy. Their stories offer an unprecedented insight in the genesis of one of the most influential fashion houses of our time, proving the legacy of Margiela and its relevance for fashion today. Its unique innovations, such as anonymity, re-usage, ‘we’ versus ‘I’, and replica as opposed to copy, have proved to be key concepts of our time. However, the insights of We Margiela are not self-evident.

The interviews reveal that many of the Maison’s now iconic images and notions came into existence by coincidence and intuition, and were not preconceived concepts. The house was led by a strong gut instinct and a deep pleasure in taking creative risks. As its co-founder, Meirens states: “When you want to please everyone, you will get nowhere. I think you have to be different. In the long run, it will give you the freedom not to answer to a system.”