Maison Margiela has always believed that the clothes should speak louder than the people who make them. Martin Margiela himself kept to the shadows, rarely photographed, rarely interviewed. He chose anonymity over celebrity from the maison’s founding in 1988. For decades, the brand has thrived on that silence: the garments, not the faces behind them, did all the talking.
Cut to 2025: a strategy twist. For the first time, Margiela has chosen a singular star to embody the house, and it’s Miley Cyrus. Revealed on Instagram, the AW25 campaign is a series of haunting, painterly portraits shot by Paolo Roversi. In some, Cyrus is swallowed by shadow; in others, she’s stripped to white body paint and Tabi boots, a nod to the maison’s overpaint technique from 1989.
The campaign is a paradox: Cyrus, is presented in near-anonymity. Her features are blurred, her body more sculpture than celebrity.
While the house has tested ambassadors before: fragrance campaigns with Maddie Ziegler and Sun Yingsha, this marks the first time a single figure has fronted Margiela in its entirety. And in many ways, it feels less like a pivot than an inevitability. Cyrus has been orbiting the maison for years: in Margiela at the Grammys, the Vanity Fair Oscars party, and even promoting her single Used to Be Young in 2023. This new campaign simply makes it official: Miley Cyrus is Maison Margiela now.
For AW25, the maison reflects on garments as archives of time. Through Roversi’s lens, Cyrus becomes that idea in human form. Not pop star or provocateur, but something spectral, suspended between presence and absence, structure and deconstruction.
Anonymity may have been Margiela’s beginning. But in this new chapter, the mystery finally has a face.
Miley Cyrus x Maison Margiela Campaign Team:
Photography Paolo Roversi
Talent Miley Cyrus
Styling Robbie Spencer
Make-up Lucia Pica
Hair Eugene Souleiman
Manicure Hanae Goumri
Set Designer Jean-Hugues De Chatillon
Production Studio Demi