Maison Martin Margiela and H&M in eye-catching launch

PUBLISHED : Thursday, 15 November, 2012, 12:00am
UPDATED : Thursday, 15 November, 2012, 4:05am

The much-hyped collaborative collection by avant-garde Belgian fashion house Maison Martin Margiela and H&M hits the store today.

Over the weekend, 50 models staged a promotional "silent parade", in keeping with MMM's less-is-more philosophy.

Wearing logo-emblazoned black-and-white aprons, the models held placards advertising the collection as they traipsed through Central on Saturday without uttering a word, attracting curious passers-by and shoppers. Similar events were staged in H&M stores across the globe, including Paris, London and Singapore.

Veteran actor Kenneth Tsang Kong, a fan of the brand, joined up-and-coming actors Shawn Yue Man-lok and Pakho Chau at the parade.

"I'm pleased to experience this unconventional fashion activity," Tsang said.

Yue was attending as a guest photographer and took snaps that were later posted on H&M's website.

"MMM is one of my favourite fashion brands," said the daring dresser.

Yue has not been shy to push the boundaries of what Hong Kong deems appropriate wear for men - he's been seen around town in recent weeks sporting skirts.

"I'm honoured to be the photographer and capture every moment of the march."

The collection reinterprets iconic pieces from MMM's archive stretching back 23 years to its founding, including an oversized pea coat, enlarged watch frame bracelet and invisible-wedge pumps.

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