Maison Margiela Fall 2025 Ad Campaign

Review of Maison Margiela’s Fall 2025 Ad Campaign by Creative Director Glenn Martens with Photographer Paolo Roversi featuring Miley Cyrus

Where Maison Margiela has mastered the poetry of subtraction, Miley Cyrus arrives with the theatrical weight of selfhood. Their meeting is quietly radical, unfolding in the house’s Fall 2025 campaign through a painterly, psychologically rich series lensed by Paolo Roversi. In what marks Glenn Martens’ most resonant step into womenswear beyond couture, the campaign feels less like an unveiling and more like a reckoning—sensuous, surreal, and strangely sincere.

Cyrus, who appears in body paint and little else, is not just a model here; she’s a metaphor. Stripped bare in white bianchetto paint and signature Tabi boots, she becomes both surface and symbol—an embodiment of the house’s obsession with memory, materiality, and the patina of time. The American pop icon, long acquainted with reinvention, is the ideal subject for a campaign that traffics not in fantasy but in the poetic wear of lived experience.

Strategically, casting Cyrus feels both timely and deliberate. While Martens’ Margiela has thus far leaned into the artisanal and couture realms, this campaign plants a decisive flag in the territory of ready-to-wear womenswear. And Cyrus—who exists in that rare strata of celebrity where notoriety meets nuance—offers the kind of pop-cultural fluency that allows Margiela’s codes to whisper into the mainstream without shouting. She carries with her both edge and empathy, irreverence and introspection. In short: she gets it.

There is something deliciously ironic—and deeply Margiela—in using a global icon whose image needs no introduction to explore themes of anonymity, decay, and transformation. But that’s precisely why it works. Cyrus becomes a cipher: a painted lady whose nudity says more about layers than it does about exposure. In a season where many houses are clinging to nostalgia or spectacle, Margiela dares to speak softly, smudge the lines, and explore the afterlife of fashion.