Chinese clients are becoming more interested in value than product. They don’t just buy items, but want to understand what the brand stands for. Through the exhibitions, we open our archives to people to see the inspiration for our DNA or codes.”
Sciuto says Margiela will continue to have different projects in different cities and engage with different local content. He said being global means they have to understand local culture and local clients.
“We are here to tell the story of the brands. With this show and the four exhibitions, we want to explain who we really are and let the client choose. If they like us and understand our values, they will work with us and buy us.”
