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…
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