Maison Margiela has made a bold move. For the first time in its 38-year history, the Parisian house has staged a major show outside of France, choosing Shanghai as its new global stage. More than just showing clothes, this is about connecting with a new audience and sharing the brand's unique approach to fashion.
Over the next few weeks, Margiela will host exhibitions in Beijing, Chengdu, and Shenzhen, showcasing everything from iconic archival pieces to the latest Artisanal and ready-to-wear collections. Leading this expansion is CEO Gaetano Sciuto, who has been steering Margiela since 2023. He wants the house to grow, but without losing its unconventional and rebellious DNA.
The move signals a shift in how luxury brands can connect with global audiences—not only through stores, but by creating a cultural conversation.
Margiela Takes the Stage in Shanghai
Shanghai Fashion Week will host Margiela's first-ever runway outside Paris on 1 April, featuring a mix of ready-to-wear and Artisanal pieces. Alongside the main runway, the brand will open exhibitions to display key pieces from the house's archives. These include iconic Tabi shoes and deconstructed jackets that highlight Margiela's signature style.
The goal is to engage Chinese audiences in a way that feels interactive and informative. 'We're not just in China to show product, but to share our attitude and our values. Those values usually involve taking a stand on things, and being direct and unconventional. That is the conversation we want to have,' Sciuto explained, according to Vogue.
Creative Director Glenn Martens, who joined Margiela after John Galliano left, is helping guide this new chapter. Martens has kept the brand's avant-garde spirit alive while adding modern touches. His designs balance bold, artistic statements with more wearable pieces, making Margiela's unique aesthetic accessible to a broader audience.
Gaetano Sciuto, the Visionary CEO
Before joining Maison Margiela in 2023, Gaetano Sciuto built an extensive career in luxury fashion, holding senior roles at Armani and Fendi. His expertise lies in scaling brands while maintaining their unique character.
At Margiela, his focus has been on expanding the brand internationally while staying true to its identity. As part of this approach, the house launched the Margiela Folders project, giving audiences a behind-the-scenes look at its creative process.
Sciuto's strategy reflects the house's original philosophy—which is pushing boundaries, taking risks, and maintaining a rebellious spirit, even while entering new markets.
Why Margiela Chooses China
China's fashion scene has grown rapidly in recent years. The country is no longer just a market for sales as it's now a centre of cultural influence, shaping trends and inspiring designers worldwide.
Margiela made a significant entry into China in 2019, but its presence has been limited. Sciuto sees huge potential here to grow the brand's awareness and engage new fans through exhibitions, events, and store openings.
For Sciuto, it goes beyond business. It's about starting a dialogue. By bringing archival and new collections to China, Margiela invites more people to understand the philosophy behind the designs, creating a deeper connection with the brand.
How Fashion Is Changing Globally
Margiela's move shows that fashion is no longer confined to traditional capitals like Paris or Milan. Cities like Shanghai are becoming key cultural hubs, and global brands are taking note.
Sciuto's strategy suggests a future where luxury houses can expand beyond heritage markets while staying true to their identities. This proves that growth doesn't have to mean losing character. This means that it can be shared in exciting new ways.
