Maison Margiela Appoints Miley Cyrus First Brand Face

Maison Margiela has chosen American singer and actress Miley Cyrus as the first-ever face of its entire brand for the Autumn/Winter 2025 campaign, marking a significant shift from the house's longstanding tradition of anonymity. The campaign, photographed by Paolo Roversi, features Cyrus in painterly, stripped-back portraits that embody Margiela’s core codes, including the signature white bianchetto body paint technique that symbolizes the passage of time. The Autumn/Winter 2025 collection, titled Loved To Death, highlights garments that appear crinkled, faded, patched, and mended, emphasizing the beauty in wear, repair, and the history carried by clothing. Styled in deconstructed tailoring, second-skin layers, and iconic accessories like the 5AC bag and Tabi boots, Cyrus’s images reflect both reverence and rebellion, blending timelessness with contemporary artistry. Despite embracing a celebrity face, the campaign maintains Margiela’s essence of anonymity through artistic shadowing and obscured imagery. This collaboration illustrates a new era for Maison Margiela, blending its historic philosophy of collective creativity and impermanence with modern fashion marketing strategies.