Breaking Tradition: Miley Cyrus Stars in Maison Margiela's AW25 Campaign
Since its establishment in 1988, Maison Martin Margiela has maintained a culture of anonymity, with the founder avoiding public appearances and interviews. The brand's design team continued this tradition even after Martin's departure in 2009, emphasizing the collective nature of the brand's creative process. However, the house has now broken its tradition by selecting US superstar Miley Cyrus as the face of its new era. In a series of striking portraits by Paolo Roversi, Cyrus showcases the AW25 collection, embodying the essence of the maison with her stripped-back and immersive portrayal. Some images feature Cyrus in a state of undress, paying homage to the brand's iconic white-overpaint bianchetto technique introduced in 1989.
While Maison Margiela has historically avoided celebrity endorsements, the decision to feature Cyrus reflects a shift in the fashion industry's approach to brand ambassadors. Despite this change, Roversi's photography maintains the brand's core values of anonymity, with Cyrus's face often obscured or hidden in the shadows. Cyrus herself expressed the significance of the campaign, highlighting the iconic and signature style of Roversi's nudes. This collaboration between Margiela and Cyrus signifies a unique fusion of art and fashion, with the artist embodying the essence of the brand in a profound way.
Although this campaign marks the first time Maison Margiela has featured a celebrity, Cyrus has a longstanding relationship with the brand. Her previous appearances in Margiela outfits at various events demonstrate her affinity for the label. The new campaign serves to reinforce Cyrus's association with Margiela, showcasing her as a true Margiela girl. The images from the campaign capture the essence of the brand's aesthetic and the unique collaboration between Cyrus and Maison Margiela.