Margiela Meets Miley.
Maison Margiela unveils its Autumn/Winter 2025 campaign, featuring Miley Cyrus in a series of striking, painterly portraits captured by renowned photographer Paolo Roversi.
While Maison Margiela has previously appointed ambassadors for specific lines, such as fragrances — including Maddie Ziegler and Sun Yingsha — the Autumn/Winter 2025 campaign with Miley Cyrus marks the first time the Maison has selected a figure to serve as the face of the brand in its entirety.
The campaign began with Cyrus posting a close-up image of her right eye, announcing her presence in the new Margiela campaign. Shortly after, both the artist’s and the Maison’s accounts shared the first portrait of the series, presenting the actress and singer in a new light: immersed in the core codes of the Maison.
The image emphasises Margiela’s signature interplay between structure and deconstruction, offering a contemplative vision of identity and style. For AW25, the collection reflects on garments cherished over time, crinkled, faded, patched and mended, revealing the beauty in what is saved, salvaged, and ultimately bearing traces of time.
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