Prima brokered the creative collaboration between Maison Martin Margiela and H&M, giving Maison Martin Margiela the opportunity to reach a broader audience and H&M to prove its commitment to creativity whilst challenging all boundaries. The autumn/winter 2012 capsule collection was available in more than 230 H&M stores worldwide and online.

The collection was launched with a trade and consumer event in a dilapidated building hidden within New York's financial district, with dancers making art pieces from the aftermath of dancing around on a floor covered in white sand. Celebrities including Kanye West, Julianne Moore, Sarah Jessica Parker and Helena Christensen attended.