X FACTOR: Leave it to Maison Martin Margiela to take a subversive approach to the conception of its soon-to-be-launched e-boutique, powered by Yoox Group. The design of the site, which will go live on Oct. 1 with its fall collections and an exclusive limited edition interpretation of the brand’s “5 zips” leather biker jacket, in a glazed indigo cotton denim, is meant to resemble an X-ray of the original Maison Martin Margiela Web site. What was positive becomes negative and black replaces white, while the MS-DOS font gives a nod to computer language, processor codes and Internet communication. The site will be accessible worldwide. “We are creating the most visible store in the world for the ‘most invisible designer,’” stated Yoox founder and chief executive officer Federico Marchetti.
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