Miley Cyrus Stars in Maison Margiela’s Avant-Première Campaign - Fashion

 

Miley Cyrus Stars in Maison Margiela’s Avant-Première Campaign

A Groundbreaking First for Margiela

For the very first time since its inception in 1988, Maison Margiela has tapped a celebrity as the face of its campaign. Miley Cyrus headlines the Autumn–Winter 2025 Avant‑Première Collection, photographed by Paolo Roversi in masterful, painterly portraits.
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Stripped-Down Aesthetics Meet Surreal Artistry

Cyrus appears almost nude, enveloped only in white body paint—a homage to the brand’s iconic "bianchetto" technique, which overlays white to reveal textures and evoke passage of time. She pairs this with Margiela’s signature painted Tabi boots and the newly styled 5AC purse, merging garment and canvas in a raw, unified presentation.
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A Statement of Identity & Heritage

This campaign champions themes of wear, repair, and narrative, emphasizing Margiela’s ethos of transformation and storytelling through fashion. According to Cyrus, "standing naked … I felt unified with the brand," highlighting how the artistry and subject become inseparable.
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Industry Reactions & Implications

Celebrity capsule campaigns are typically avoided by the brand, making this a bold pivot. Seasoned critics and fans alike have expressed surprise—but the campaign’s artistry and the brand’s evolving direction under new creative leadership are clear signals of forward momentum.
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