Is it promotional, or does it belong in a gallery? Either way, Maison Martin Margiela’s new short film, a riff on the old Home Shopping Network-style sales pitch, is compelling. In black-and-white, drily toned and reminiscent of John Baldessari video art, Margiela’s film sells objects from the brand’s Line 13.
We love the deadpan disembodied voice peddling tape measures, a plaster nightlight, an hourglass in a ball, and more. In the scheme of branded video intended to reflect the company’s ethos, while still viably marketing its products, Margiela’s latest is correct in all ways. A sardonic take on television shopping is the perfect way to market the uselessness of a fortune in an egg. After watching, doesn’t your dinner table seem kind of incomplete without an antique glass knife rest? That’s just what home shopping, and now Margiela’s latest short film, meant to make you feel.