02 Intro

08 Publisher's Note

12 Impression
Maison Margiela discovered on Instagram

14 Runway
Avant-garde on the runway

20 Opinions
Jeong Hwa-kyung, managing director of the Shinsegae Department Store's Funder Shop

24 Boutique
Brand identity seen through major stores around the world

28 Inner Space
Maison Margiela: A Look at Seven Keywords

48 The Mark of Margiela
The traces left by Martin Margiela

60 Opinions
Aria Creative Director Karl Blücher

64 New Generation
The Next-Generation Maison Margiela: A Look Through the Eyes of Edit Shops and Fashion Retailers

76 Lifestyle
The brand's philosophy permeates life

88 Opinion
Fashion & Brand Consultant Oh Seon-hee

90 Scrap
Objects reminiscent of Martin Margiela

104 Maison, Martin Margiela
Maison's Values ​​as Seen Through Past Interviews

116 Brand Story
Maison Margiela: A Look at Martin Margiela's Footsteps

124 The Fashion Network
Designers who have accompanied Martin Margiela's growth

126 Track
Music that resembles fashion

128 Inside Story
A side note about the faceless designer

130 Revisitation
A Look Back at Martin Margiela's Hermès Era

134 Outro?

About this book

Magazine 『B』 is an ad-free monthly magazine that introduces one well-balanced brand from around the world each month, discovered through JOH's perspective.
A serious yet readable magazine for everyone interested in brands, from brand executives contemplating new business ventures to those seeking to develop a sense of branding.

About the Author

Founded in April 2011, JOH is a creative company founded by CEO Soo-Yong Cho, who previously served as the head of the Creative Marketing and Design (CMD) division at NHN.
CEO Cho Soo-yong oversaw the creation of NHN's Bundang headquarters, which received significant praise and attention from both domestic and international audiences, earning the nickname "Korean Google." He also published the building as a book titled "Green Factory," which garnered significant attention in the publishing industry.
JOH, which brings together experts from various fields, utilizes the experience of CEO Jo Su-yong to carry out complex projects encompassing architectural design, brand consulting, interior design, food and beverage service, product design, and media.
Magazine 『B』 is the first result that JOH presented to the world.


Introduction to the issue

This is the fifty-fourth magazine, 『B』.
After writing the publisher's note for the forty-second issue and handing this page over to the editor, I am writing again after a long time.
There has been some new news in the magazine 『B』.
We started the podcast audio 'B CAST' and started telling stories about brands covered in the magazine 『B』 once a week.
I feel a new sense of challenge and reward as I approach the content I've been organizing well in a new way through a new medium.
I am having a valuable experience learning about the power of 'sound', which is different from the power of the medium called book.

The fashion brand 'Maison Margiela' covered in this issue is a brand with a very distinct presence in the fashion industry that has no equal.
Just as many brands have tried to hide the logo tag on the back of the neck, which they did not want to reveal, by boldly revealing it with white stitching on the four corners, they have made it their identity. Their image, which boldly dismantles and reinterprets many of the ideas that were considered common sense in the fashion industry, has become familiar.
It is a well-known story that fashion designer Martin Margiela, who followed the elite fashion path, did not want to reveal his personal identity until the very end when launching his own brand, Maison Martin Margiela, and always communicated with the outside world via fax under the name of Team Martin Margiela.
This brand has resisted the existing fashion market with extremely experimental and bold images and expressions, but it did not end with simply provocative and minor moves, but rather, it has consistently received love from a considerable number of fashion people and achieved stable and commercial success. This is why we must pay attention to this brand.
Also, when you look at the fact that many of the younger generation, 'Martin Margiela Kids', who went through Maison Martin Margiela, which may have seemed like an outlier in the fashion industry, are growing in the fashion industry under their own names based on that inspiration and experience, it is natural to see that it has a meaning beyond just being a unique and successful brand that has already achieved commercial success in the fashion industry.

As we look through this issue, we hope that JOH will continue to take small steps forward and develop further as a team, moving beyond being an individual.
I also think that I would be happy if the time we spent together could become a seed for greater challenges for my colleagues who have left this space called JOH and are now walking a new path.

The reason I am writing the publisher's note again after a long absence is to deliver the sad news that Editor-in-Chief Choi Tae-hyeok, who has been with the company since its inaugural issue in 2010 and has produced 54 issues of the magazine 『B』, will be leaving his position as editor-in-chief with this issue.
I must confess that without the profound insight and dedication of Editor-in-Chief Choi Tae-hyeok, the magazine 『B』 would never have existed as it is today.
We will all do our best to ensure that our juniors can inherit and carry on the precious talents that Editor-in-Chief Choi Tae-hyeok has generously bestowed upon us.

I sincerely hope that your time with magazine 『B』 will be a source of great reward and joy, and that you will be proud of it.
As I reflect on the times we spent together, I would like to take this opportunity to express my sincere gratitude.
Thank you for your hard work.
I won't forget.