We worked with MM6 to sharpen its role within the fashion landscape, carving out a confident identity within contemporary culture while keeping its link to Maison Margiela. We built a manifesto that set the brand’s purpose, defined a design ethos of subtle subversion, and distilled its DNA into clear codes and icons. This positioning created a world for MM6 that unites product, communications, and retail within a consistent voice, giving the brand clarity and presence as a contemporary label recognised in its own right.