Maison Margiela Holiday 2025 Ad Campaign

Review of Maison Margiela Holiday 2025 Ad Campaign by Photographer and Director Frank Lebon with models Nizar Marzouki and Wali

Maison Margiela’s Holiday 2025 campaign turns the season inside out, reducing its glitter to a study in shadow and substance. Photographed and directed by Frank Lebon, the series dismantles the visual language of celebration—metallic confetti, artificial snow, flashing lights—and rebuilds it through the Maison’s enduring codes of anonymity, experimentation, and poetic restraint.

The imagery unfolds as industrial fans whirl scraps of metallic paper into a blizzard of abstraction, while masked figures emerge in soft focus, their identities erased and redefined. Looks from the Avant-Première Spring-Summer 2026 collection echo tension between vulnerability and control—a bias-cut gown glazed in foil, a trench sealed through the Pressed-and-Foiled technique, knit separates in fading gradients of ivory and smoke. Each garment seems suspended between creation and erosion, its imperfections gleaming under the studio glare.

Accessories extend the dialogue of duality: metallic-gilded Tabi boots, the 5AC Soft XL rendered in supple leather, and a new twisted-diamond cuff that reflects light like fractured ice. Lebon’s lens finds beauty not in perfection, but in the trace—every reflection, crease, and flicker of foil rendered with haunting precision.

This campaign feels like an autopsy of festivity. It captures the moment after the party ends, when silence and debris become unexpectedly profound. Margiela reminds us that luxury can be contemplative, that the act of reconstruction—of identity, of meaning, of ritual—can itself be a form of joy. In place of sentimentality, there is sincerity; in place of glamour, truth. In Margiela’s world, even the holidays are an act of deconstruction.