Waarom het zo veel betekent dat Maison Margiela Miley Cyrus als gezicht heeft

A new chapter has arrived for the Belgian fashion house Maison Margiela. To embody the autumn-winter collection 2025, Glenn Martens, the new artistic director of Maison Margiela, the American actress and singer Miley Cyrus, with whom he breaks with the DNA of the brand.

The founder, Martin Margiela, always refused to use celebrities to represent his brand. This rule was respected until this last autumn winter campaign 2025, photographed by the Italian photographer Paolo Roversi. He was inspired by a theme that evokes wear and the passage of time. The title is ‘traces of the time’.

Although some, especially on social media, spoke about betrayal of the DNA of the fashion house, the autumn winter campaign 2025 will undoubtedly mark the fact that times are changing. The past leaves traces, but is not unchanging.

Some images show Miley Cyrus naked, her body covered with white paint, referring to the Bianchetto technique (the coating of objects, clothing or even bodies with white paint) that is so characteristic of Margiela, as an empty canvas on which the future can be written.

On other photos, Miley Cyrus carries the iconic pieces from the collection: deconstructed tailoring, close-fitting bodies, the 5ac bag in its new interpretation* or the iconic Tabi boots (which separate the big toe, just like the Japanese socks with the same name), also painted.

The break with the DNA of Maison Margiela and the recently introduced ‘Line 2’ especially for collaborations, suggests that there are even more changes in the pipeline for the Belgian fashion house.