To celebrate the launch of its new book “Maison Martin Margiela” by Maison Martin Margiela, the fashion house donned its PRs in white lab coats and sent them off to New York last Thursday, where they set up SoHo’s trendy Café Select to resemble a library.

White hoofed footprints on the floor led through the kitchen to another installation space furnished with white desks, lamps and chairs, and wallpapered with a black-and-white photo print of stacks — quiet and low-key, just like the party going on up front.

Among the small group of editors and arty types present were Terence Koh, Terry Richardson — one of the book’s many contributors — and Margiela fanboy Michael Stipe, who’s been a firm follower of the label since the Eighties, “before they even did menswear,” he said.

4 are also long-time fans of the label. We stock a limited edition Maison Martin Margiela-designed Les Ateliers Ruby helmets, as well as MMM’s home range, Line 13.

The book, published by Rizzoli,  is available to buy online and in stores now.