Can Fashion Film Save Retail? ‘Martin Margiela: In His Own Words’ Is Streaming Now at All Your Favorite Stores

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In addition to being released through small, independent theaters in the US, Margiela: In His Own Words will also be distributed through select fashion retail partners.

Scroll through the “designers” list on the e-commerce sites for Dover Street Market or The Archive and you’ll see a name that’s been absent from fashion for over a decade: Martin Margiela. Only this time, the Margiela work for sale isn’t a sock top or a Tabi boot, it’s the documentaryby director Reiner Holzemer.

“The pandemic is nondiscriminatory, hurting businesses of all kinds just as theaters are taking a hit,” says Dan Berger, the president of Oscilloscope. “As a small business ourselves, it seemed like a particularly good opportunity to pool our resources and help other struggling businesses while also taking the film directly to the most relevant audiences.”

These partnerships are the first of their kind, merging the worlds of fashion and film in an ingenious new way. In the past, places like Bergdorf Goodman or Barneys New York might have been the backdrop for screening after-parties. Now small retailers have the opportunity to list a streaming movie alongside this season’s best-selling items.“As long as theaters are closed, we will have to keep adapting,” says Berger.

 

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