Maison Margiela released its Autumn/Winter 2025 campaign Thursday featuring Miley Cyrus, its first-ever celebrity ambassador.
The 37-year-old French luxury brand has previously refused to work with celebrity ambassadors, in keeping with the anonymous, collective vision that underpins its house codes.
Shot by Paolo Roversi, the campaign depicts Cyrus in a series of black-and-white portraits, covered in white paint. The brand is adapting for a new era of fashion, where internet culture and celebrity are at the forefront, while still signalling its mysterious ethos through Roversi’s stripped back photography style.
The pop and country singer, a former TV star, has been wearing Margiela since 2023, most recently to the 2025 Vanity Fair Oscar Party. She has become increasingly involved in high fashion in recent years, having worn and worked with Alaïa, Schiaparelli, Tom Ford, Saint Laurent and others.
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