Maison Margiela has unveiled its Fall/Winter 2025 campaign, marking the first time in the brand’s history that a celebrity fronts its imagery.
The campaign represents a departure from Margiela’s long-held tradition of anonymity, a philosophy instilled by founder Martin Margiela since the brand’s inception in 1988. While ambassadors have previously appeared for specific fragrance projects, Miley Cyrus is the first to represent the house in its entirety.
In the visuals, Cyrus appears stripped back and painted white in reference to Margiela’s signature overpainted technique introduced in 1989. Her face is partially obscured through lighting and styling, maintaining the house’s ethos of obscured identity while embedding her within the brand’s codes.
For AW25, Margiela explores garments marked by time—crinkled, patched and mended—celebrating beauty in preservation and imperfection. On the campaign Cyrus stated: “Standing naked for a fashion campaign felt major, all I wore was body paint and the signature painted Tabi boots. In that moment, Margiela and I became one.”
Check out imagery in the gallery above and head to the Maison Margiela website to view the full collection.
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