Miley Cyrus Becomes the First Face of Maison Margiela

When it comes to bold statements in fashion, Maison Margiela has always been a house of firsts. This season, it marks another milestone: appointing Miley Cyrus as its first-ever global face. The announcement was made alongside the release of the Autumn/Winter 2025 campaign, photographed by the legendary Paolo Roversi.

A Historic Partnership

As one of the most visible supporters of Margiela in recent years, Miley Cyrus feels like a natural choice for the role. Known for her fearless self-expression and transformative style, she embodies the house’s philosophy of constant reinvention.

The Campaign – Art Meets Fashion

The campaign is composed of painterly portraits that recall the brand’s beginnings. Roversi’s images highlight the Avant-Première Collection, employing the iconic bianchetto white-overpaint technique first introduced by Margiela in 1989.

The photographs are not mere fashion images—they are artworks in themselves, echoing the house’s avant-garde spirit and its dialogue between past and present.

Miley’s Moment

In a powerful statement, Cyrus explained:

“The nudes by Paolo are so iconic and signature to his art. Standing naked for a fashion campaign felt major, all I wore was body paint and the signature painted Tabi boots. In that moment, Margiela and I became one.”

Her words capture both the intimacy and radical nature of the collaboration: a merging of body, paint, and design into a singular expression of identity.

Why It Matters

This campaign cements Maison Margiela’s position as a cultural force. By choosing Cyrus—a figure who effortlessly blends music, performance, and provocation—the brand signals a new era where fashion is not only about garments, but about storytelling, courage, and transformation.

   ID SHOPPER CONCEPT insight:

With Miley Cyrus as its first ambassador, Maison Margiela bridges the gap between fashion history and contemporary culture, reaffirming its status as one of the most innovative houses of our time.