Parisian fashion house Martin Margiela is partnering with H&M to bring avant garde couture to the masses. Over 100 pieces are put together for the designer collection and an exclusive behind-the-scene video was recently released. The video shows how the look book was photographed and put together by Sam Taylor-Wood under the creative direction of Markus Kierztan. In order to view the video, there’s a small catch.
The more fans who ‘unlock’ the video, the less static it becomes. Users can share the video across social media platforms such as Twitter and Facebook to encourage their friends to unlock it. They can also go in the running to win pieces from the collection.
The Mainson Martin Margiela with H&M collection is available in selected H&M stores and online from 15 November. Watch the video below to unlock a part of the video: