Miley Cyrus becomes the first face of Maison Margiela FW25

Maison Margiela has made a historic move for its Fall/Winter 2025 campaign by naming Miley Cyrus as its very first celebrity ambassador. Known for its avant-garde identity and refusal to embrace traditional star power, the brand takes a bold step into new territory merging pop culture with its experimental vision.

Shot by acclaimed photographer Paolo Roversi, the campaign presents Cyrus in a series of haunting, painterly images. In some shots she appears completely nude, her skin covered in white body paint, a direct reference to Margiela’s 1989 “whitening” technique, where garments were coated in white to symbolize erasure, renewal, and transformation. The aesthetic is heightened by bleached eyebrows, white eyelashes, and painted Tabi boots, reinforcing the surreal, almost spectral mood.

For Margiela, anonymity has always been central: models often appeared with their faces covered, ensuring that the garments spoke louder than the person. By choosing Cyrus, a global pop icon known for her constant reinvention—the house plays with this tension. She becomes both visible and erased, a star turned into a living canvas.

Cyrus herself described the collaboration as an act of fusion: “Margiela and I became one,” highlighting the brand’s power to transform identity into art.

The collection itself embraces Margiela’s codes of deconstruction and durability: distressed fabrics, layered tailoring, and humble materials reimagined with couture precision. It’s a celebration of garments that look worn, repaired, and alive with history qualities that resonate strongly with Cyrus’s own narrative of resilience and reinvention.

This campaign is more than a celebrity endorsement, it’s a cultural statement. It bridges two worlds: Margiela’s tradition of secrecy and experimentalism, and Miley Cyrus’s unapologetic visibility. The result is a striking redefinition of what luxury fashion can be in 2025: bold, intimate, and unafraid of contradictions.