After nearly 40 years, the French fashion house taps a celebrity to front its Autumn/Winter 2025 collection.
On August 28, the French fashion house revealed its Autumn/Winter 2025 campaign starring Miley Cyrus, marking the first time the brand has ever featured a celebrity in its fashion campaigns since launching in 1988.
Shot by Paolo Roversi, the campaign was released on the brand’s official Instagram. The photos show Cyrus in a series of moody portraits wearing looks from the AW25 collection. In several images, her body is covered in white paint, a clear nod to the brand’s bianchetto technique. That method, first introduced in 1989, involves brushing white paint over objects, clothes, even furniture, to evoke time-worn texture and transformation
According to the house, “The artist is captured in a new light, stripped-back and immersed in the core codes and archetypal expressions of the maison.”
Related story: Maison Margiela Fall 2025 couture: A bold, haunting spectacle of the house’s past and future
Related story: Kim Jones bids Dior adieu as Maison Margiela welcomes Glenn Martens
Related story: Maison Margiela’s first Manila store brings a whiff of fresh fragrance
Cyrus shared her thoughts on the collaboration in the news release as reported by The Cut, saying: “The nudes by Paolo are so iconic and signature to his art. Standing naked for a fashion campaign felt major; all I wore was body paint and the signature painted Tabi boots. In that moment, Margiela and I became one.”
Maison Margiela has always stood apart from other luxury labels by avoiding celebrity culture. Its founder Martin Margiela rarely gave interviews, and the team behind the collections remained unnamed for years. Even after Margiela stepped down in 2009, that anonymous approach continued under new leadership, including creative director John Galliano. This campaign marks a shift, but it still stays true to the brand’s roots. Roversi’s direction keeps Cyrus partially hidden in some shots, using shadows or fabric to obscure her face.
This isn’t the first time Cyrus has worn Margiela. In 2023, she wore a distressed Maison Margiela top in the music video of her single Used to Be Young. She also wore Margiela’s artisanal dress at the 2024 Grammy Awards and the 2025 Vanity Fair Oscar Party, and on other several appearances too. This campaign confirms her ongoing connection to the label.
The AW25 collection focuses on the idea of preserving and reworking clothing. Many of the pieces look worn, repaired, or passed down. The brand described it as a collection about “saving and salvaging” items that “show significant signs of use.” The Tabi boots worn by Cyrus were said to be molded “like a timeworn shoe bent into shape by stomping out cigarettes.”
Choosing Cyrus as its first-ever campaign star may seem like a break from Margiela’s past, but it also reflects Cyrus’ recent projects and public image that show themes of change and self-expression—ideas the brand has always explored in its own way.
See the full collection here.
Related story: Fall 2025 brings back low rise, long and lean jeans
Related story: Sarah Burton debuts a candid, women-led campaign for Givenchy
Related story: Photographer Gray Sorrenti captures Loewe’s new collection in cinematic suspense
