“We have nothing at all against celebrity but just not for us! To each his own," Maison Martin Margiela said way back in 2004. The press-shy house's approach — founder Martin Margiela refused interviews and his label would only occasionally fax replies to press queries — underscored its preference for anonymity. Let the work do the talking.

Maison Margiela’s perspective on celebrity has since shifted. Though the brand has never properly cast a famous face for one of its seasonal campaigns, it has dressed celebrities for special occasions and invited them to sit front-row at fashion shows.

However, Margiela's Fall/Winter 2025 Avant-Première Collection changes everything, casting the world-famous Miley Cyrus as the first-ever face of Margiela. 

But this is still a very Margiela photoshoot. 

With Glenn Martens now overseeing the house, Margiela hired photographer Paolo Roversi, a regular Margiela collaborator who recently released a photobook dedicated to the final collection of former creative director John Galliano, to lens the campaign.

Roversi infuses the shoot with a dreamlike softness typical of Margiela campaigns and Cyrus, who previously wore Maison Margiela in a 2023 music video, wears Margiela’s signature deconstructed tailoring and white-painted handbags.

in two instances, however, she’s photographed in the nude, underscoring the impact of Cyrus becoming the first face of Margiela. 

“Standing naked for a fashion campaign felt major, all I wore was body paint and the signature painted Tabi boots," said Cyrus. "In that moment, Margiela and I became one.”

This is a reference to seasons' past that aligns with the position staked out by Martens' debut Margiela collection.

For Spring/Summer 1992, Martin Margiela painted models with the prints and colors of the clothes they wore, the effect being that the clothing looked as though it was bleeding into skin.

Fall/Winter 2025 collection similarly dissolves barriers between clothing and the body in a further reference to Margiela house.

And yet, the presence of Cyrus makes it clear: this is a new age for Margiela.

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