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Can a cult fashion brand appeal to the whole world?

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By Rachel Tashjian, CNN (CNN) — When Glenn Martens became the creative director of Paris-based fashion house Maison Margiela in January 2025, he expected never to show his face again. After all, the founder of the brand, Martin Margiela, has rarely been seen. Ever. Anonymity was key to the Belgian’s conception of making clothes: rather than big, corporate, and pop, he saw fashion as small, artisanal, elusive. He covered models’ faces with masks …

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Can a cult fashion brand appeal to the whole world?

When Glenn Martens became creative director of the introverted Paris-based fashion house, he expected never to show his face again. But in a wide-ranging interview ahead of a blockbuster China show, he reveals a new approach as bold as his clothes.

8 hours ago·Atlanta, United States

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