Fashion campaigns have the power not only to sell clothes but also to mark cultural milestones within the industry. Miley Cyrus has been unveiled as the star of Maison Margiela’s Fall/Winter 2025 campaign, marking the first time in the brand’s four-decade history that a celebrity has fronted one of its campaigns. This historic collaboration represents a significant departure from the Belgian fashion house’s long-standing tradition of anonymity and artistic obscurity.
A Revolutionary Moment for the House of Margiela
Since its inception in 1988, Maison Margiela has been recognized for its principles of anonymity and artistry, deliberately keeping its founder out of the spotlight and focusing attention on collective creativity and innovative design philosophies rather than the cult of celebrity. For decades, the brand was known for sending press responses via fax and rarely, if ever, booking celebrities for campaigns, instead emphasizing the importance of the group behind the creations rather than any individual. Their approach not only challenged traditional notions of fame in fashion but also inspired a new wave of designers to value concept, craft, and collaboration over personal branding and publicity. The choice of Cyrus as Margiela’s new face signals a clear evolution under creative director Glenn Martens, who is ushering the house into a new era while maintaining its avant-garde sensibility.
Artistic Vision Through Paolo Roversi’s Lens
The campaign, photographed by the acclaimed Paolo Roversi, presents Cyrus in painterly portraits that celebrate Margiela’s signature codes. His images depict Cyrus in pieces from the Avant-Première Collection, including deconstructed tailoring and white-painted accessories, and apply Margiela’s famous bianchetto technique, an overpaint process that transforms the ordinary into the extraordinary.
Cyrus Uncovers the Margiela Spirit
In perhaps the campaign’s most unforgettable images, Cyrus appears nude and painted white, a tribute to Margiela’s heritage. Miley Cyrus reflected on this shoot in several fashion interviews, explaining that the nudes created by Roversi were deeply artistic and that standing naked, wearing only body paint and painted Tabi boots, helped her feel completely united with Margiela’s vision.
This visual approach draws inspiration from the Maison’s Spring/Summer 1992 show, where models were painted head-to-toe to blend with their garments, symbolizing a seamless connection between body and fashion.
The Perfect Artistic Partnership
Cyrus’s appointment as Margiela’s ambassador feels timely. The campaign coincides with her creative “Something Beautiful” era, a period marked by refined self-expression and artistic maturity that aligns perfectly with Margiela’s evolved sophistication. According to the official statement, Maison Margiela points out, “The artist is captured in a new light, stripped back and immersed in the core codes and archetypal expressions of the House.”
Industry Response and Cultural Impact
The collaboration has stirred both excitement and debate. Some faithful to Margiela’s tradition question the embrace of celebrity, but many fashion critics argue that this campaign executes celebrity partnership in the purest Margiela style, preserving its artful identity even as it courts a broader cultural moment. As Dazed reports, many in the industry view it as a campaign that stays true to Margiela’s creative roots while embracing current trends.
A New Chapter for Fashion Legacy
This campaign is more than a marketing strategy; it is a blueprint for how heritage fashion houses can embrace modern celebrity while staying true to their founding vision. Margiela’s bold step does not dilute its mystique. Instead, it demonstrates how legacy and innovation can coexist, setting a compelling precedent for the next generation of fashion storytelling. Through this landmark partnership, both Cyrus and Margiela have produced a campaign that bridges eras, celebrates transformation, and elevates the very idea of what a fashion icon can embody today.
