Miley Cyrus Is the First-Ever Maison Margiela Girl
Appearing as the first celebrity to front its campaigns.
Maison Margiela just released its Fall/Winter 2025 campaign, and it has a surprise star guest: Miley Cyrus. This is the first time ever that the brand has a celebrity fronting its campaigns, making this a huge moment for Margiela fans and the wider fashion community.
Since its inception in 1988, the brand has been built on anonymity and obscurity, with founder Martin Margiela himself avoiding interviews, and the design team originally remaining unknown to follow the idea that it was not the creation of just one man, but a team. After almost four decades with this concept of namelessness, the decision to choose a celebrity to front the campaign suggests a changing of the times. The industry-loved celebrity ambassador makes its way to Maison Margiela, but in a quintessentially Margiela way.
The singer, songwriter and actress has spent most of her life under pop-icon status and has undergone some of the most renowned artistic reinventions in the industry. This could be one such reinvention, with the singer barely recognizable in the high-contrast images. Lensed by Paolo Roversi, we see Cyrus stripped back and painted white in homage to the Maison’s white-overpainted technique introduced in 1989, and wearing the FW25 collection. Still honoring the anonymity, Cyrus’ face is obscured with lighting, paint and clothing, creating a result akin to a Renaissance painting. Cyrus shares, “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 the moody photos above and head to the Maison Margiela website to view the collection.
In other campaign news, Paris Hilton is the face of Karl Lagerfeld’s FW25 Campaign.
