Creation without a creator : the case of the Maison Martin Margiela

‘They’re going to do the same thing all over again !’ was the strident cry which heralded the first Maison Martin Margiela fashion show after the company’s founder and creator left the company. In a sector where personality cults are the norm, the decision not to appoint a new creative director prompted a great deal of scepticism. How could a fashion house keep going without its emblematic creator who had personified the brand ? This original, daring and difficult choice, made in the middle of the subprime crisis, is nevertheless one which seemed to be the most in keeping with the personality and the history of the brand. In the subsequent reorganisation of the company, this change was apparent by the introduction of a sort of oligarchy. Two years later, the choices made seem to have borne fruit. The financial results have never slumped and the brand is still known for its creativity. A new phase in the history of the company can now take place, and the only way of measuring its success will be by the results.