Rihanna Helped Salomon and MM6 Maison Margiela Earn Over US$1 Million
Elevated functionality is the core of this collaboration.
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MM6 Maison Margiela x Salomon Cross Low "Orange" Retail US$360
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MM6 Maison Margiela x Salomon Cross Low "Green" Retail US$360
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MM6 Maison Margiela x Salomon Cross Low "Black" Retail US$360
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MM6 Maison Margiela x Salomon Cross High "Orange" Retail US$360
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MM6 Maison Margiela x Salomon Cross High "Black" Retail US$360
[Update 15 Feb 2023] On Sunday night, Rihanna swooped by the Super Bowl Halftime Show and performed publicly for the first time in seven years. For 13 minutes, all eyes were on her and her all-red outfit, as she belted out a medley of hits from her 18-year catalogue.
Ultimately, though, RiRi’s baby bump no.2 stole the show, but her appearance also helped generate interest in the brands that dressed her.
Besides fashion luxury houses Loewe and Alaïa and RiRi’s very own beauty brand Fenty Beauty, the pair of fiery red MM6 Maison Margiela x Salomon Cross Lows also helped Maison Margiela and Salomon cross US$1.3 million and US$602,000 in Media Impact Value respectively.
The collaborative MM6 Maison Margiela x Salomon Cross Low sneakers were released last fall in three colorways, and in low-top and high-top versions. As an accessory to her baby reveal outfit, Mother Ri has single-handedly brought the Gorpcore brand pioneer to the forefront.
With all the buzz surrounding Salomon x MM6 Maison Margiela’s thigh-high sneakers that strutted the latter’s SS23 runway, the FW22 collaborative models are quietly stewing. As elaborated from the fashion house prior to the Fall/Winter catwalk, the sub label wanted to retain Salomon’s function-first ethos while imbuing them with MM6’s progressive sensibilities.
The result? Two models in low-cut and high-top designs fitted with Salomon’s tech and finished off with MM6’s fluorescent touches. The low-top iteration features Salomon’s recognisable lug sole unit while the “upper” consists of a gridded nylon gaiter, presumably water-resistant, with a toggle fitting. It’ll be available in three colorways, namely all-black, a salmon pink/red cross, and multi-color accents atop a neutral beige.
On the higher end, much of the lower cut version’s design elements are retained, but with added details. Salomon’s triangular lacing system makes an appearance, but a toggle is still the securing of choice. This edition will come in a utilitarian black and striking red.
@le.syndrome has recently leaked that the models from the French brands’ partnership in FW22 will drop soon. Though concrete details are still veiled behind MM6 and Salomon’s avant-garde cloaks, we expect them to be pushed out when the weather turns chillier.
In the meantime, check out Asics’ collaborative garden with Cecilie Bahnsen.
Images via @le.syndrome