THE FIRST glimpse of Glenn Martens‘ debut Autumn/Winter 2025 Avant-Première collection for Maison Margiela has been released, featuring the house’s first celebrity face in its 37-year history.
American singer Miley Cyrus stars in a series of paintery portraits, lensed by Italian photographer Paolo Roversi. Having previously donned Margiela designs on red carpets such as Vanity Fair’s 2025 Oscar Party, the singer’s edge and deep-seated appreciation for the considered craftsmanship and Trompe-l’œil motifs, synonymous with the Maison, make her an ideal ambassador for the luxury brand.
Maison Margiela AW25 Campaign
Maison Margiela AW25 Campaign
Encapsulated through stripped-back, enigmatic expressions, the artist plays the Margiela archetype in a state of undress. Wearing emblematic deconstructed and tailored garments derived from the newest collection, Cyrus is depicted in moody black and white hues. While the white brushstrokes allude to Margiela’s white-overpaint bianchetto technique dating back to 1989, Roversi also captures Martens’ reimagining of the Maison’s iconic Tabi boots and the 5AC bag (originally introduced by John Galliano for the brand’s SS16 collection).
“Standing naked for a fashion campaign felt major, all I wore was body paint and the signature painted Tabi boots,” says Miley Cyrus of ushering in Glenn Martens’ era, “In that moment, Margiela and I became one.”
Maison Margiela AW25 Campaign
Maison Margiela AW25 Campaign
Though Martens’ next collection will officially be unveiled this October, the campaign offers an intriguing insight into his vision as Maison Margiela’s Creative Director – juxtaposing celebrity culture with the house’s iconography and quintessential artisanal approach.
by Ella O’Gorman