Make-believe is driven by instinct. Born out of the subconscious, it is an imaginary expression of our innermost thrills and tribulations. For the 2022 Artisanal Collection, Maison Margiela stages Cinema Inferno at the Palais de Chaillot, an assemblage performance piece conceived in symbiosis with the haute couture collection. Identifying a post-digital desire for physicality, Creative Director John Galliano crafts a multi-disciplinary format: a theatre played out in front of live spectators, captured by cameras that integrate with the performance in a film simultaneously broadcast to a digital audience. The narrative was created by John Galliano and brought to life in collaboration with the British theatre company Imitating the Dog.