Identity and Anonymity.
Maison Margiela has always had a complicated relationship with identity. From concealing models’ faces in Martin Margiela’s earliest shows to making anonymity one of the house’s most recognisable codes, the idea of hiding who you are has become almost as important as the clothes themselves. For Fall/Winter 2026, that idea takes a darker turn with Anonymity, a campaign starring Rebecca Hall as an actress who begins encountering a masked version of herself, blurring the line between performance, identity and reality. Directed and photographed by Thibaut Grevet, the campaign plays out like the trailer for a psychological thriller, with Hall moving through increasingly unsettling scenes where the familiar starts to feel completely wrong.
The masked double becomes a literal version of the questions Margiela has been asking for decades: who are we when nobody can see our face, and how much of the person we recognise is actually ours? Television screens appear to bleed, strange substances emerge from Hall’s mouth and ghostly figures creep into domestic spaces, turning the campaign into something closer to cinema than a traditional fashion shoot. Styled by Ursina Gysi, with hair by Tom Wright, make-up by Lucia Pica and music by Senjan Jansen, Anonymity brings the house’s fascination with concealment into a more psychological space. It also arrives after the Beijing exhibition Anonymity: Our History of Masks, which revisited the role of masks throughout Maison Margiela’s history.
PHOTO CREDIT: Maison Margiela
